On the web, people don’t read every word on a page; instead, they scan. They naturally attempt to be efficient and put in the least possible work for achieving their goal. They have learned that scanning can deliver almost the same amount of information as reading, but with significant less time and effort.
How people read on the web is highly contingent upon:
- Their task
- Their assumptions from previous experiences with the internet, site, or brand
- The page layout
- The type of page content (e.g., text versus images)
Our eyetracking research has identified multiple scanning patterns for webpages. In this article, I focus on the 4 patterns that...