Commitment pattern consists of fixating on almost everything on the page.Bypassing pattern occurs when people deliberately skip the first words of the line when multiple lines of text in a list start all with the same word(s).Marking happens more on mobile than on desktop. Marking pattern involves keeping the eyes focused in one place as the mouse scrolls or finger swipes the page, like a dancer fixates on an object to keep balance as she twirls.Spotted pattern consists of skipping big chunks of text and scanning as if looking for something specific, such as a link, digits, a particular word or a set of words with a distinctive shape (such as an address or signature).A gaze plot or heat map of this behavior will show horizontal lines, reminiscent of a cake with alternating layers of cake and frosting. Layer-cake pattern occurs when the eyes scan headings and subheadings and skip the normal text below.First of all, in addition to the F-shaped pattern, there are many other possible scanning patterns, including those listed below:
In th ier recent update, the NN Group explains their latest findings.
The F-Shaped Pattern Is Not the Only Scanning Pattern Interestingly, in right-to-left languages such as Arabic, people read in a flipped F-shaped pattern (from right to left). If there is a sidebar at the left, for example, their eyes will skip that and start reading where the content itself is. It should be noted that this pattern applies to users’ reading of the content area of the web page. There are two main implications of this pattern:įirst lines of text on a page receive more gazes than subsequent lines of text on the same page.įirst few words on the left of each line of text receive more fixations than subsequent words on the same line. Other times users move faster, creating a spottier heatmap. Sometimes this is a slow and systematic scan that appears as a solid stripe on an eyetracking heatmap. Finally, users scan the content’s left side in a vertical movement.This additional element forms the F’s lower bar. Next, users move down the page a bit and then read across in a second horizontal movement that typically covers a shorter area than the previous movement.This initial element forms the F’s top bar. They first read in a horizontal movement, usually across the upper part of the content area.Users concentrate at the top and the left side of the page.As you can see for the heatmap above, people’s eyes focus on certain parts of the page when reading.
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