As far back as 1997, research by the Nielsen Norman Group, showed that 79% of users only scan the page or screen. Results of yet another study in 2008 showed that users often read just about 28% of the words on a web page; more often than not it was far closer to 20%.
Fast forward a decade and a half, and these numbers look conservative.
With the internet all-pervasive, information overload, shorter attention spans, and selective reading is now the norm. While this makes it challenging to create content that stands out, it is not a difficulty that is insurmountable. One way is to study different online reading patterns to understand how readers consume information, and then use the findings to tailor content and presentation to capture and retain the reader’s attention.
In an earlier post, we wrote about techniques that help us leverage the F-shaped reading pattern to improve content usability. In this blog, we will look at the Z-shaped and Spotted reading patterns of online reading and how to incorporate them into your writing.
The Z-shaped Reading Pattern
The Z-shaped reading pattern, as the name suggests, resembles the eye movement as it makes the shape “Z” when scanning a page. Here, the readers:
Leveraging the Z-Shaped Reading Pattern
To leverage the Z-shaped reading pattern, place information along this path, such as headlines, images, and key points, and capture readers’ attention as they scan.
Few examples of where the Z-shaped reading pattern can be used are given below:
Landing Page of a Website
- Place Important information or call-to-action elements along the top left corner, along with headings and subheadings.
- Arrange the supporting content in a zigzag pattern across the page.
Print Advertisements
- Design print ads with the most critical information at the top left corner (brand logo, headline),
- Next, add supporting details that lead the reader’s eye diagonally across the page.
Presentation Slides
- Arrange the content on presentation slides to follow the Z-pattern.
- Position key points positioned at the top left and supporting information diagonally across the slide.
Newspaper Articles
- Format print articles with headlines and lead paragraphs positioned at the top left corner
- Guide the reader’s eye through the main content in a Z-shaped path.
The Spotted Reading Pattern
The Spotted Reading pattern refers to readers’ tendency to scan for specific keywords or phrases rather than reading the entire content. To accommodate this pattern, writers should use strategic placement of keywords, headings, and bullet points and highlight them to draw readers’ eyes to the most relevant content.
Few examples of how the spotted pattern can be incorporated into your writing are given below:
Social Media Post
“Excited to announce our newest partnership! 🎉 Stay tuned for updates. #collaboration #innovation“
Product Promotion Communication
“Introducing our latest collection: bold, vibrant, and perfect for summer 🌞!
“Shop now and enjoy exclusive discounts for a limited time.”
Troubleshooting Guide
- Issue: Device Not Connecting to Wi-Fi
- Solution: Check Network Setting and Restart Device
Summary
Understanding how readers navigate content allows writers to strategically position information for maximum impact. In this part of the blog series, we saw how to use the Z-shaped and Spotted reading patterns in your writing to enhance reader engagement significantly.