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F-Shaped Pattern For Reading Web Content (17 Apr 2006)
It's fascinating to watch the slow-motion replay of users' eye movements as they read and scan across a page. Every page has reading issues beyond the dominant F pattern I'm discussing here. For example, users scan in a different, more directed way when they’re looking for prices or other numbers, and an interesting hot-potato behavior determines how users look at a list of search engine ads. We also have many findings on how people look at website images.
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