Scanning and formatting

The rule

Why it matters

Users read only about 20% of the words on a screen and typically scan in an F-pattern, focusing on the first few words of the first few lines. Chunking helps the brain process and comprehend information faster by using white space to reduce visual overload. Front-loading ensures the "thing someone cares about" is visible within the first three seconds .

How to apply it

• Place the primary value or key message in the first 26 characters of a line.
• Keep content chunks to four paragraphs or less and use bulleted lists.
• Use headings and subheadings that summarize the section rather than tease the reader.
• Use bold text and white space to highlight prominent information.

Example

Tensions and exceptions

While chunking is vital, over-segmenting information through accordions or tabs can sometimes hide important details that users need to see all at once for context.