Research suggests that people use a "F-shaped" pattern1 to read web pages. Whether this is because readers have been trained to do this (because many web pages use this type of layout), or because this is the natural reading pattern in our western culture, remains unclear.
Most web users will scan a page in three steps. First they will view a horizontal bar of information across the top of the page. Next they will scan a horizontal region below the first region. And finally, they will scan the left side area of the page. The result is a F-shaped pattern as indicated below.
While this research seems to state the obvious, it reinforces the need for a website to be designed to meet user expectations. Unusual layouts, such as placing site navigation on the right, should be evaluated in terms of how they will impact usability - which may translate into sales.
Even within the main content areas of each page, users scan titles, followed by subtitles and then paragraphs to find information that interests them.
This isn't to say that all websites should look the same. Custom graphics, professional layout, the use of typestyles and branding can retain the classic F-shape layout while still making your website interesting and visually appealing.
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