When visually communicating, it is known that we create directional flow with visual elements, all with the intention of getting a message across.
Using the “F” pattern
One of Jakob Nielsen’s 2006 eyetracking visualization studies show users read in an “F” pattern on the Web. Below is a piece we ran in a 2006 Synergist enews.
Using the “Z” pattern
In print, the conventional “Z” pattern of reading (in western cultures) has always been used for the strategic placement of important information. Starting in the upper left corner, working across to the right and then back to the left again, going top to bottom. We placed a “Z” over the ad below so you can see how that works.
The contrast of the “F” and the “Z” and their mediums is something to ponder.
Whether we lead the readers eye with an “F” or a “Z” in mind, the goal of visual communications is to invite readers into the page and have them leave with your message.