Article · ~12 min read

F-Shaped Pattern of Reading on the Web: Misunderstood, But Still Relevant

Kara Pernice · Nielsen Norman Group Free Intermediate

Eye tracking evidence for how people actually scan a screen, which tells you where to put the things that matter. If your important label or action sits where nobody looks, it may as well be invisible. Use this to place headings and primary actions along the path the eye already travels.

  • People scan in a rough F shape, so front load key words in headings and first lines.
  • The starts of lines on the left get the most attention.
  • Strong visual hierarchy lets people scan instead of reading every word.
Open on nngroup.com ↗

The question it answers

  1. I keep hearing "don't make me think" but what does that actually mean when I'm designing a screen?

Read with it

  1. Design tactics written specifically for developers and non-designers who need to ship good-looking UI without a design... refactoringui.com Book · ~250 pages Refactoring UI Adam Wathan & Steve Schoger
  2. The most accessible, practical intro to usability ever written, you can read it in a weekend and immediately fix your product.... sensible.com Book · ~200 pages Don't Make Me Think, Revisited Steve Krug
  3. The single most-cited usability framework in the field, from the definitive UX research authority. A checklist you can hold... Nielsen Norman Group Article · ~15 min read 10 Usability Heuristics for User Interface Design Jakob Nielsen
  4. The foundational text on human-centered design that every product person should read once. It rewires how you see every... jnd.org / Basic Books Book · ~350 pages The Design of Everyday Things Don Norman
  5. A crisp, visual reference of the psychology principles behind good UX, perfect for a founder who wants the 'why' without a... lawsofux.com Article · reference site Laws of UX Jon Yablonski
  6. This is the one principle that answers your worry head on: users spend most of their time on other apps, so they expect yours... Laws of UX Essay · 5 min read Jakob's Law Jon Yablonski (principle by Jakob Nielsen)
eChai Partner Brands The partnership →