The Nielsen Norman Group explored the F-shaped pattern for reading in an engaged manner in 2006. When the intensity of reading dwindled because they lost interest (the corporate “About us” page might not have aligned with their interests), their eyes continued along the left edge of the text. There is more red (meaning more time spent reading) and less jumping around the page. The heat map below shows the eye movements of a person reading in an engaged manner. When they find an article or blog post they are interested in, they will slow down and read the whole text, perhaps even going into a trance-like state. ( View large version)įinally, people read in an engaged manner. ![]() The Nielsen Norman Group explored the F-shaped pattern for purposeful scanning in 2006. Therefore, we do not see a strong vertical stroke along the left edge of the text. Then, their eyes jumped from section to section, looking for the search term. The person read the first two results more slowly. The heat map below shows the eye movements of someone scanning the results of a Google search with purpose. They might only read a word or the first couple of characters of a word as they scan the screen. People also scan with purpose, jumping from section to section, looking for a particular piece of information. The Nielsen Norman Group explored the F-shaped pattern for casual reading in 2006. The reader spent time looking at the image of the product, reading the first couple of sentences, then scanning through the bulleted list. ![]() The heat map below shows the eye movements of someone casually reading about a product. People read casually, skimming over text, reading words and sentences here and there to get a sense of the content. These variations aren’t surprising because people read in three different ways. As you can see below, the red and yellow areas form three variations of an F-shaped pattern. The areas where people looked at the most while reading are red, areas with fewer views are yellow, and the least-viewed areas are blue. In 2006, the Nielsen Norman group released images of heat maps from eye-tracking studies.
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