How does the Gutenberg Rule work with Neilson’s F Shape Theory?

Have you considered Reading Gravity in the context of the usability research done last year by Jakob Neilson?

I have been pondering this paradox in visual communication and usability. The rule devised by printing inventor Gutenberg states that the upper left of a piece of communication is where the eye falls first and it naturally leads to the lower right.

Jacob Neilson defined the F Shape as the skimming norm for web readability last year. So which is true? And can they work together?

And what about other design devices such as colour theory and direction – what role do they play in influencing user behaviour? Can they influence users otherwise? Which is the right combination to increase sales on your site?

I am working bringing these ideas together and am flexing some of this thinking in a site I am developing for a paint retailer,


About Libby Malcolm

Libby Malcolm is an internet professional based in Sydney.
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