The general vision pattern that users reading websites will follow. Upon first coming to a text-heavy site, they will scan horizontally across the top line of the content. Next, they will shift focus downwards slightly and again scan horizontally across the text. Finally they will scan vertically down the left side. These 3 motions form an 'F' shape.

Understanding this tendency is crucial for marketers and content generators, as it dictates where the most entertaining and eye-catching text should be placed. If readers are hooked by what they see in their initial F-scan they will stay to read all of the text on the page.