F-Pattern and Z-Pattern: How Users Actually Scan Your Website
Eye-tracking research shows that users don’t read web pages—they scan them. This article explains the F-pattern and Z-pattern, how these scanning behaviors work, and how to design layouts that align with natural eye movement to improve clarity and conversions.
Ever wondered why some websites feel intuitive while others leave you searching for information? The secret often lies in understanding how people actually look at web pages. Eye-tracking research has revealed two dominant scanning patterns that users follow: the F-pattern and the Z-pattern.
Understanding these patterns isn’t just academic—it’s the difference between a website that converts and one that confuses.
What Eye-Tracking Research Tells Us
In the early 2000s, the Nielsen Norman Group conducted groundbreaking eye-tracking studies that changed how we think about web design. By tracking where users’ eyes moved across web pages, researchers discovered that people don’t read websites—they scan them.
More importantly, they scan in predictable patterns. This insight has profound implications for where you place your most important content.
The F-Pattern: How Users Read Text-Heavy Pages
The F-pattern is the most common scanning behavior for content-rich pages like blogs, news sites, and search results.
First horizontal movement: Users read across the top of the content area.
Second horizontal movement: Users move down and read across again, usually shorter.
Vertical movement: Users scan the left side vertically.
What This Means for Your Design
Front-load your content.
Use descriptive headings.
Break up text strategically.
Don’t bury important information.
When to Design for the F-Pattern
Blog posts and articles
News websites
Search results pages
Text-heavy landing pages
Documentation and help centers
The Z-Pattern: Guiding Users Through Visual Pages
The Z-pattern appears on pages with minimal text and strong visual structure.
Top left to top right
Diagonal movement
Bottom left to bottom right
What This Means for Your Design
Place your logo top left.
Put secondary CTAs top right.
Use the diagonal for key information.
Position your primary CTA bottom right.
When to Design for the Z-Pattern
Landing pages
Home pages
Signup pages
Product pages
F-Pattern vs Z-Pattern: Which Should You Use?
Choose the F-pattern for information-heavy pages.
Choose the Z-pattern for conversion-focused pages.
Most websites use both patterns across different pages.
How to Test Your Design Against These Patterns
The Blur Test
Blur Test, blur your design and observe what stands out.
The 5-Second Test
Show the page briefly and ask what users remember.
Heatmap Analysis
Use tools to see real eye and click behavior.
Common Mistakes to Avoid
Ignoring mobile
Fighting the pattern
Overcomplicating layouts
Forgetting the fold
Conclusion: Design for How People Actually See
The F-pattern and Z-pattern are insights into human behavior. When you design with them in mind, experiences feel effortless and intuitive.