The “F” Pattern And The “Z” Pattern.

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.
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Eye-tracking Studies Support Visual Communications

As in everything we do when visually communicating, we focus on meeting the users needs.

Eye tracking studies for the web reveal valuable information on how visitors take in a website. Studies path a users visual direction on a web page with software that uses heat mapping.
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What moves your viewers?

Although eye-tracking studies can and have easily been disputed, the information distilled from them can be part of your information arsenal. One eye-tracking study found that web users read in an “F” pattern.
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More on Eyetracking

3 Hot Marketing Tips from Heat Map Analysis

Once again … the age-old tried and true rules of advertising prove valid.

Issue#1: People scan but do not read.
Solution #1: Use short sentences, bullet points and bold text.

Issue #2: Images get a lot of attention.
Solution #2: Use images effectively.
(With a goal in mind. What do we want people do next?)

Issue #3: People rarely scroll.
Solution #3: Put important content above the fold. (In websites they are referring to the virtual fold.)

In any marketing effort, we need to help move our audience through a piece visually with a goal in mind.

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