📝 Read the article
📚 Author: Kara Pernice
📅 Updated: 2020 (based on 13+ years of eye-tracking research)
How_People_Read_on_the_Web.pdf
“Users don’t read — they scan. They hunt for information in the fastest way possible.”
F-pattern scanning is still real.
Most people start top-left, skim headers, and graze down — rarely reading word-for-word.
Content density overwhelms.
Long, unstructured paragraphs = “eye-wall.” Users abandon or skip unless text is chunked and visual cues help them navigate.
Scrolling is normal now — but scanning remains.
People scroll way more than they used to (yay), but they still skim as they go (so don’t relax).
Formatting is your UX superpower.
Headings, bolding, bullet points, and visual hierarchy directly impact comprehension and engagement.
People read differently based on task.
If they’re exploring, they skim. If they’re committed, they slow down — but only once they trust the page is worth the effort.
| Finding | UX Implication |
|---|---|
| F-pattern & scanning | Prioritize key content top-left, use meaningful subheadings |
| Dense text = bounce | Break text into digestible chunks — keep paragraphs short |
| Skimming ≠ low intent | Skimmers are serious users too — design for both reading speeds |
| Formatting = retention | Use visual hierarchy to guide reading, not just aesthetics |
| Trust is the gatekeeper | Give users reasons to stay (clarity, visuals, social proof) |
💬 “People don’t read pages — they read parts of pages.”
This article hits home every time I open a landing page or write a UX report.
As researchers, we love nuance and context — but our users? They want speed, clarity, and confidence. The reminder that scanning ≠ disengagement was huge for me. We shouldn’t punish people for how they naturally consume info — we should design for it.