When we read, our eyes do not glide across the page, word-by-word, line-by-line, as we might assume. Instead, we follow intricate paths that are shaped by how the content is structured and how we subconsciously prioritise information. Eye-tracking and heat map studies have been used for decades now to examine visual scanning patterns when we process written information. They shed valuable light on how we navigate text on a page or on a screen. As a research technique, it has been employed by marketing companies, UX designers (and testers), as well as educators to understand the effect of how information is presented.

Eye-tracking can map out where and for how long readers fixate on certain areas of the page or the screen and how their eyes move across the text. This article highlights the most common reading patterns that have been revealed through eye-tracking research:

The Z-Pattern

This is a common reading strategy for posters, landing pages of a website or advertisements. This pattern is most common when reading content with minimal text or large visual elements. As the name suggests, the eye follows a “Z” shaped path:

·       It starts at the top-left corner and moves horizontally across the top

·       Then, it drops diagonally to the bottom left-corner, all the while scanning information whilst travelling along this trajectory

·       It then finishes with a horizontal scan across the bottom-right section.

In health communication, calls to action ought to be placed in those positions.

The F-Pattern

We tend to employ F-Pattern reading when we skim websites, blogs and articles. This tends to happen in text-heavy situations, where:

·       The eyes begin by reading the top horizontal line fully, such as the title or a heading

·       Then they scan partially across the next lines

·       Finally, they move vertically down the left margin, occasionally scanning to the right when something catches their attention.

This pattern shows that the top-left section of a page is prime ‘real estate’, especially for headlines, bullet points and subheadings. The right side and lower sections of a page receive less attention as the reader progresses through the text.

The E-Pattern

This pattern typically emerges when reading lists, menus or webpages that are navigation heavy. The E-Pattern is an extension of the F-Pattern and happens when readers process multiple lines of content that follow a similar form, such as an on-screen menu of an eCOA or a long list of side effects or contraindications. Here, the eyes move horizontally across several lines, returning to the left edge each time, thus forming a kind of ‘E’ shape.

The Linear Pattern

This appears when reading dense texts in books, academic papers, newspaper articles, blog posts from GRC… The linear pattern is the traditional, left-to-right reading style (in Western cultures). Readers follow each line fully. After reaching the end of a line, the reader drops to the next line and repeats the process.

This reflects deep reading, where the goal is for the reader to have full comprehension.

The Spotty or Clustered Pattern

 This reading strategy occurs when the reader tackles complex documents, dense text blocks or when the reader is distracted.

When content is difficult or visually cluttered, readers fall back on non-linear behaviours. The eyes:

·       Hop around the text randomly

·       They do frequent backward jumps

·       They may skip entire sections while revisiting others multiple times.

Clustered patterns often indicate a heavy cognitive burden on the reader, such as when wading through dense documents, like an informed consent form or a legal document.

The Layer Cake Pattern

This happens when readers skim structured documents like PDFs, reports or presentations. This is where the eyes:

·       Read section headings thoroughly

·       Skim quickly through the body text

And so on, creating a ‘layered’ pattern that switches between full-width scans and quicker glances. This strategy is common when readers are looking for specific information, like only subheadings or bolded text.

Why Does Any of This Matter?

They highlight the importance of good document design, especially in terms of hierarchy and formatting. The key takeaways are:

·       Key messages need to be placed along the natural eye-scanning paths

·       Where the eyes naturally fall is where headings and call-to-action need to appear

·       This is a reminder that readers can be easily overwhelmed with dense unstructured text, which often triggers spotty scanning. This is inefficient for reading.

By understanding how people read should empower designers of patient-facing information to optimise their communication. By aligning content with natural reading patterns, we improve clarity, boost engagement and ensure key messages are not just seen, but understood.  

Thank you for reading.

Mark Gibson

Leeds, United Kingdom, March 2025