I. F-Pattern Website Layout
1. General Concept
The F-Pattern layout describes how users quickly scan content blocks when they first approach a webpage. Users can process content at an astonishing speed in just a few seconds, moving rapidly across the page.
This web layout pattern was popularized through eye-tracking research by NNGroup, which observed the behavior of over 200 users across thousands of websites. The findings revealed that users tend to follow a consistent reading behavior, forming an "F" shape with three main steps:
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Users first read horizontally – usually at the top of the content area. This forms the top horizontal bar of the "F".
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Next, they scan vertically along the left edge of the screen – searching for points of interest in the first line of each paragraph. Upon finding engaging content, they read horizontally again, but this line is usually shorter than the first. This creates the second horizontal bar of the F.
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Finally, they continue scanning vertically down the remaining content – reading in detail less frequently unless the content is particularly engaging.
NNGroup research also found that in left-to-right reading cultures, users often scan dense content blocks in F- or E-like patterns. However, if they find engaging content, they tend to read in a normal, linear fashion, forming full horizontal lines instead of strictly following the F-pattern.
2. When to Use the F-Pattern?
The F-pattern layout is best suited for text-heavy websites such as blogs and news sites. When there is abundant content, users naturally experience and absorb information more effectively if the design aligns with their natural scanning behavior.
3. How to Apply the F-Pattern
The F-pattern layout helps designers better control what users will notice.
- Prioritize Key Content:
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Identify the most important content and place it in the "hot spots" of the F-pattern to optimize user engagement.
- Set Initial Expectations:
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The first two paragraphs at the top of the page are crucial, so place important content near the top to quickly convey your message.
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Navigation bars should be positioned in the header area, as this is where users first scan horizontally.
- Design for Scanners, Not Readers:
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Start each new paragraph with an engaging keyword.
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Highlight important elements using size, color, or bold text.
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Each paragraph should contain only one main idea; use bullet points whenever possible.
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Place CTA (call-to-action) buttons on the left/right where users naturally pause while scanning horizontally.
- Utilize the Sidebar:
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Use sidebars to display secondary content such as advertisements, related articles, or social media widgets.
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Sidebars can also be used for content navigation, such as categories, tags, or popular posts.
- Avoid Boring Design:
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A limitation of the F-pattern layout is that it can feel monotonous.
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Introduce a "break" element within the scanning path to capture attention, especially on long-content pages.
Overall, the F-pattern leverages the natural tendencies of the human eye to optimize page layout. However, it does not need to be rigidly followed by placing all content strictly according to the pattern while leaving other areas blank. Instead, it can be flexibly combined with images or other supporting content to ensure a harmonious layout and enhance user experience.
II. Website Layout Using Z-Pattern
1. General Concept
The Z-Pattern is an interactive design technique that helps guide and structure information on applications and websites. This pattern is based on the principle that the most important information is positioned at the center of the screen and arranged in a Z-shape, allowing users to quickly and easily access key content. The basic structure consists of three steps:
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Initial horizontal scan – Users start from the top-left corner and move horizontally to the top-right corner. This area is ideal for placing the logo, navigation bar, or the main message of the page.
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Diagonal movement – The eyes move diagonally from the top-right corner down to the bottom-left corner. The empty space here can be used to create visual emphasis, guiding attention toward the next important piece of information.
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Second horizontal scan – Finally, the eyes move horizontally again from the bottom-left corner to the bottom-right corner. This is the ideal position for placing CTA buttons, critical information, or desired actions.
These three steps form the Z-Pattern layout. When properly applied in web design, it can guide users’ eye movement smoothly, enhance readability, and capture attention effectively.
2. When to Use the Z-Pattern
The Z-Pattern works best for pages with minimal text, such as homepages and landing pages, to immediately capture attention. It is especially important above-the-fold, where it determines whether users continue scrolling or leave. Combining concise, engaging content with a Z-Pattern layout helps optimize the user experience and retain visitors.
3. How to Create an Effective Z-Pattern on Homepages and Landing Pages
To apply the Z-Pattern on your website and optimize the customer experience, follow these three steps:
- Top horizontal line:
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Place the logo in the top-left corner to enhance brand recognition.
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Add the main navigation menu.
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Place a prominent CTA button on the top-right corner with a contrasting color to grab attention.
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Alternatively, use a bold, attention-grabbing headline.
- Diagonal line:
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This area guides users toward the CTA.
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Use concise sentences to describe what you do, for whom, and what benefits it brings.
- Bottom horizontal line:
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This is the hotspot for the CTA.
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Place the CTA button in the bottom-right corner to encourage action.
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Additional supporting content can be added to further explain the main headline.
III. F-Pattern, Z-Pattern, and the Flow State
Flow state is a condition where users are fully focused on an activity, minimizing distractions from external factors. In digital content design, the Gutenberg Diagram illustrates how users scan a webpage, starting from the most important area (top-left corner), moving horizontally, diagonally down, and stopping at the destination zone. This model forms the foundation for F-Pattern and Z-Pattern layouts, with attention concentrated on areas 1 and 3 along the left margin, gradually decreasing in intensity. Integrating Native Ads within this reading flow helps maintain the Flow State without interrupting the user experience, thereby increasing click-through rate (CTR).
For example, when a user reads a health article, the appearance of Native Ads for pharmaceuticals seamlessly blends with the content, making the ad feel like part of the article. This approach not only reduces ad avoidance but also creates a smooth and positive reading experience, keeping the user in a high Flow State.
Currently, SmartAds offers Native Ads solutions on digital news platforms. By leveraging this principle to integrate ads into the natural reading path without interruptions, and reducing Ad Blindness, SmartAds’ solutions help brands increase reach to potential customers and convey messages more effectively.
