Expertise

Scanning a Website

How do we read a webpage?

Hand newspapers out to a bunch of people and there’s little chance they’ll read it the same way. Some people go straight for the Sports section, others methodically scan the front page, or skip to the crossword. A website, however, doesn’t allow for the same once over. There’s a hierarchy of information presented that all viewers must sift through. Here’s how to make the best design decisions based on the way the eye scans the digital page.

According to Eyetrack studies (http://www.useit.com/eyetracking/) most peoples viewing behavior doesn’t vary greatly. People tend to read a website in an F shaped pattern. Their eye travels left to right on the top portion of the page. It then follows the same left to right pattern to read the middle portion of the page. Finally, the eye scans the rest of the page (favoring the left side) vertically.

This behavior reinforces the need for short, concise headlines and paragraphs. Surprisingly, when scanning, visuals aren’t even as important as a clear headline. People read the headline before processing an image. This is not to say that visuals aren’t important, but always consider content.

It’s important to use large type to distinguish paragraph text from headlines. This lets the viewer instantly recognize the most essential information. It also provides more information and detail for the viewer to then read if interested.

When an unfamiliar concept is being presented on a website it’s better to present the information as a video or illustration rather than text. This goes back to the idea that viewers don’t like to sit and read. If your website isn’t easy to scan, viewers will find a new site that is easier to navigate.

Don’t let your website be yesterday’s news. Adapt to viewing behavior and you’ll keep their eyes glued.