F-Pattern
The F-pattern was identified through eye-tracking research by the Nielsen Norman Group and has been validated across thousands of studies. Users start at the top-left, scan right, drop down, scan right again (shorter), then scan vertically down the left edge. This is why headlines, subheadings, and the first two words of each paragraph carry disproportionate weight. Designing with the F-pattern means front-loading important content where the eye naturally goes.
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Z-Pattern
An eye-tracking pattern where users scan pages in a Z-shape: across the top, diagonally to the bottom-left, then across the bottom. Common on pages with minimal text and clear CTAs.
Visual Hierarchy
The arrangement of design elements so the eye processes them in a deliberate order, controlled by size, contrast, color, spacing, and position.
Focal Point
The first element the eye is drawn to in a composition. Established through size, contrast, color, or isolation, a focal point anchors the entire visual hierarchy.