The F Pattern

Understand Your Buyer > How People Work > The F Pattern

What is it?

It’s reported that when we read someting, especially on a screen, that we scan the page in an “F” shape to decide if we need to read in full.


Why does it work?

As this is essentially a part of how we behave as humans, it makes sense to be aware of and optimise your communications to make the most of this phenomena.

How can you use it?

Spacing out your text by clustering it into sections and then


the text

(as well as using bold highlighting)

can help to keep

attention 🙂



See also


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