matthewheinzel.com

It makes sense that most readers begin focusing on the top left corner of the page and read to the right; that is how we are taught to read. This is why headlines are big, creative, and interesting. It also makes sense that most readers begin scanning a document instead of studying: short attention spans and boring content.

Researchers have exhaustively tested eye patterns to find out how much content readers actually digest and what areas that content comes from. The three following pictures are diagrams of the leading eye pattern studies:

The Gutenburg Diagram explains the reader’s natural eye pattern scans from the top left towards the bottom right.

The Z-pattern shows the reader scanning all the way across the top then moving down to the left again before scanning across.

The F-Pattern shows the eyes beginning to read all the way across a page but reading less and less into the page the further down they go.

Why should you take all of those eye pattern studies and throw them into the trash? Eye patterns are a result of text heavy, graphic free, dull, lifeless content. Using pictures, icons arrows, colors, and anything else your imagination, you can control your readers’ eye patterns. By creating a visual hierarchy, you can lead their eyes from one focal point to another.

If you have one sentence you think each reader should remember forever simply set it apart. Make it bold and colorful. No matter what pattern the viewer’s eye is adhering to, it will be disrupted by exciting new shapes and sizes.

If you have a whole paragraph that is an absolute must read try framing it in a box. Make a graphical representation or diagram of its message to strengthen its visual appeal and increase retention rate.

Arrows are also a great way to direct attention. Make it easy on the reader and conspicuously show them exactly where to look next. I am willing to bet arrows work 100% of the time.

You can still use the eye patterns to place your content in the optimum zones for readability, but try not to confine your design to the constricting patterns if it doesn’t fit naturally. Be creative, be interesting, and do not be afraid to invent a new eye pattern that goes hand in hand with your purpose.