When “F” Is An “A”

According to a report in USA TODAY, Nielsen Norman Group, an authority on making websites and products easy to use, applied sophisticated eye-tracking equipment, to help them determine what consumers really look at on the web vs. what they say they look at.
Here is one of their findings:

Individuals read Web pages in an “F” pattern. They’re more inclined to read longer sentences at the top of a page and less and less as they scroll down. That makes the first two words of a sentence very important.

I don’t want to discount these important findings, but I do want to say teens working on their high school paper learn on day one that the lead is the most important part of the story.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today, as head of brand strategy and creative at Bonehook in Portland, Oregon, I'm focused on providing affordable and effective integrated marketing solutions to mid-market clients.