F – How we read the web

We scan web pages in a roughly F shaped way, I read today. 

Recent research indicates that readers' eyes first make a very rapid horizontal scan at the top of the item (say the body text), followed by a second shorter horizontal scan slightly lower down, then a long vertical scan down the left side, forming the down stroke of the F.

I'll post the link when I find it tomorrow. In the meantime it suggests:

  • Why bullet points work so well
  • Important words must be written first

So if you are thinking of writing web page copy bear in mind the F – shape scan.

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