What is the F Pattern for screen reading?
Understanding the F Pattern can, in turn, help you understand how people read your online content. This pattern can be identified by tracking eye movement on the screen. Doing so shows what words and phrases are actually drawing someone’s attention and how they are approaching the content.
The Nielsen Norman Group gave the pattern its name because it resembles a capital F. People will start reading on the left-hand side and read across the top few lines. They will then start scanning downward, often looking just at the first few words on each line. This may be because they are scanning for more relevant content now that they have a general idea of what the article is about from reading the opening sentences.
When they find that relevant content, they will begin reading left to right again. This is often slightly shorter than their reading at the beginning because they are quickly trying to digest the information. As they continue down the page, they go back to scanning along the left-hand side. The result is a heat map that looks like an F.
What does this tell us?
One thing that this tells us is that readers are often scanning. They are not going to read every word of the article that is presented to them. Odds are that you are not reading every word of this article right now.
Often, the reader is focused on doing research or finding specific information. They read the most at the top because they are confirming that their search led them to a valuable resource. The article really is on the right topic. But after that, they are scanning their way down as they look for the specific information they were seeking all along.
The use of subheaders
Because people do this, it reinforces the usefulness of subheaders, lists and other types of text that can break up the content. These are going to draw someone’s attention. Subheaders are prime for scanning and often lead to the person reading the entire header, rather than just reading down the left-hand side.
It also helps to address the reader’s needs. That person is likely busy and does not feel they have time to read every single word presented to them. They will come away far more satisfied with content that allows them to scan.
From the perspective of the writer, it often feels like they are missing valuable information. But you are writing for your target audience. For that reader, scannable content is what they want, and it will be more likely to keep them coming back.
Additionally, people will sometimes scan articles simply because they are comparing different sources. Once they find one that presents them with the information they want, they will go back to the top and read the whole thing. In this sense, you can write scannable content as a way to draw them in.
Creating the content you need
Tracking eye movements can give valuable insights into how people read. Even if someone is staring at the screen the entire time, their eyes tell you where they are really looking and what they are prioritizing. It can help to write content that falls in line with these habits and tendencies.
Here at Content Customs, our experienced team can help you develop this type of content for your site. We can assist in identifying your target audience, finding appropriate keywords and writing content that will meet your audience where they are. Just reach out to us today to learn more about how we can help.
