Scanning patterns (F-pattern)

People scan web pages rather than read them, and on text with little formatting their attention concentrates at the top and left.

Attention and perception Mainly on Category pages
Where it applies

Four of the eight page areas.

HomepageAlso applies CategoryMainly here SearchAlso applies ProductAlso applies CartNot typical CheckoutNot typical Post-purchaseNot typical

Not usually a sitewide principle. See everything at work on Category pages

How to use it

Four ways to put it to work.

  • Put the key point in the first two paragraphs.
  • Put the key point in the first words of headings, bullets and links.
  • Break text up with headings, bold key terms and bullets.
  • Keep prices and key product facts high on the page.
What the research found

The F shape is real, but mainly on poorly formatted text.

Follow-up eye-tracking found the F shape mainly on poorly formatted text.

Nielsen's eye-tracking of 232 users found the F shape. Pernice's follow-up found it on desktop and mobile, but mainly on poorly formatted text and as one of several scanning patterns. Djamasbi and colleagues found viewing more scattered on visually complex pages. Observational studies with no sales outcomes.

Key research

Three sources, each checked.

Last reviewed

Nielsen (2006)Industry F-Shaped Pattern For Reading Web Content (Original Study) Nielsen Norman Group Read the source Pernice (2017)Industry F-Shaped Pattern of Reading on the Web: Misunderstood, But Still Relevant (Even on Mobile) Nielsen Norman Group Read the source Djamasbi, Siegel & Tullis (2011) Visual Hierarchy and Viewing Behavior: An Eye Tracking Study HCI International Read the source
Before you use it · UK law

It describes what happens when formatting is poor; it is not a template for where to place content.

This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.