Zpattern

Zpattern, or the Z-pattern, is a concept in information design and user experience that describes a common way people visually scan simple web pages. The pattern is named for its approximate shape: users typically start at the top-left, scan horizontally to the top-right, then move diagonally down toward the left, and finally read horizontally from left to right along the bottom area. This routine reflects how attention tends to be distributed on pages with limited content and clear focal points.

Origins and use in design guidance. Z-patterns have been discussed in usability literature and eye-tracking research as a heuristic for arranging elements on landing pages, product pages, and other concise layouts. They emphasize placing important content along the top horizontal line and near the bottom where users are likely to complete a scan, with supporting elements positioned along the diagonal path to guide the eye.

Practical implications. To leverage a Z-pattern, designers often place critical navigation, branding, and the main value proposition along the top row; key calls to action and supplementary information may appear along the bottom horizontal area. The diagonal route can be used to subtly steer readers from the header area down to the lower content, creating a natural path through the page.

Relation to other patterns and limitations. The Z-pattern is most applicable to simple pages with limited text and visuals. For longer, text-heavy pages, the F-pattern is frequently observed. Modern screens, scrolling behavior, and responsive layouts can alter scanning patterns, so the Z-pattern should be treated as a guideline rather than a universal law.