Scrolling, scanning, skipping: How do users consume content online? Here’s what you need to know about reading behavior and design strategies to prevent harmful scanning patterns. An upcoming part of Smart Interface Design Patterns.
We rarely read on the web. We mostly scan. That’s a reliable strategy to quickly find what we need in times when we’re confronted with more information than we can handle. But scanning also means that we often skip key details. This is not only inefficient but can also be very damaging to your business.
Let’s explore how users read — or scan — on the web and how we can prevent harmful scanning patterns.
This article is part of our ongoing series on design patterns. It’s also an upcoming part of the 10h-video library on Smart Interface Design Patterns 🍣 and the upcoming live UX training as well. Use code BIRDIE to save 15% off.
Scanning Patterns On The Web
One of the most common scanning patterns is the F-shape pattern. Users start at the top left, read a few lines, and then start to scan vertically. But it isn’t the only scanning pattern on the web. Being aware of different patterns is the first step to helping users better navigate your content.
Different patterns describe how users scan content on the web. The F-shape pattern is probably the best-known one.
- F-Pattern
Users first read horizontally, then read less and less until they start scanning vertically. The first lines of text and the first words on each line receive more attention. It also applies to LTR-interfaces, but the F is flipped. - Layer-Cake Pattern
Users scan consistently across headings, with deliberate jumps into body text in between. Most effective way to scan pages and find key content details. - Love-at-First-Sight Pattern
Users are often “satisficers,” searching for what’s good enough, not exhaustive enough. In search results, they often fixate on a single result. - Lawn-Mower Pattern
In tables, users start in the top left cell, move to the right until the end of the row, and then drop down to the next row, moving in the same pattern. - Spotted Pattern
Skipping big chunks of text and focusing on patterns. Often happens in search when users look for specific words, shapes, links, dates, and so on. - Marking Pattern
Eyes focus in one place as the mouse scrolls or a finger swipes. Common on mobile more than on desktop. - Bypassing Pattern
Users deliberately skip the first words of the line when multiple lines start with the same word. - Commitment Pattern
Reading the entire content, word by word. Happens when users are highly motivated and interested. Common for older adults.
F-Shape Scanning And The Lack Of Rhythm
On the web, we often argue about the fold, and while it does indeed exist, it really doesn’t matter. As Christopher Butler said, “length is not the problem — lack of rhythm is.”