Website Design Patterns: Understanding E, F, and Z Layouts with Real-World Examples

When it comes to web design, there are certain patterns that have stood the test of time. These design patterns help guide user behavior and ensure optimal user experience (UX). Among the most well-known patterns are the E, F, and Z layouts. These patterns are based on how the human eye naturally scans a page and are incredibly useful when it comes to creating websites that are both aesthetically pleasing and functional.

In this blog, we’ll explore these patterns, break them down, and show you how some of the top websites use them effectively.

What Is the E Pattern?

The E pattern is a design layout where the user’s eye follows a scanning path resembling the letter “E.” This pattern is characterized by three horizontal movements across the page and one vertical one. Users tend to focus on the top of the page first, followed by scanning down the left side and moving horizontally to read content in the form of headings or key information. This pattern is especially effective for websites with lots of content or text-heavy pages.

Key Features of the E Pattern:

• Heavy focus on the left-hand side of the page.
• The top horizontal scan is the most important (often used for navigation).
• Scanning continues down the left side vertically, where more important content is placed.
• Smaller horizontal movements to highlight key areas.

Example: BBC

The BBC website uses the E pattern effectively. The navigation bar at the top is the first focal point, followed by a larger image or headline at the top-left. As users continue to scan down, the content is broken into sections aligned vertically on the left side. The horizontal scans follow for important headlines or sub-sections.

Vist BBC

What Is the F Pattern?

The F pattern is another popular layout based on natural eye movement. It is particularly effective for websites with lots of textual content, such as blogs, news sites, and articles. The eye typically starts in the top-left corner of the page, moves horizontally across the top (forming the first “F” stroke), then moves down the left side vertically to create the second stroke of the “F.” After that, the eye scans the content more sparsely, scanning the horizontal rows as it moves down the page.

Key Features of the F Pattern:

• The first “F” stroke is the most important, usually where the navigation bar or key information is located.
• The second “F” stroke is where headings, subheadings, or key text are located.
• Horizontal movements as the reader moves down are often for scanning through chunks of text or images.

Example: New York Times

The New York Times website uses the F pattern to its advantage. The navigation bar is at the top, followed by major headlines at the top-left of the page. As you move down, there are more headlines and brief article descriptions aligned to the left side, encouraging users to scan vertically while reading the most relevant pieces of information first.

Visit New York Times

What Is the Z Pattern?

The Z pattern is a layout where the user’s eyes trace the shape of the letter “Z” across the screen. This pattern is more ideal for websites with a limited amount of content and a focus on simplicity. The layout is often used for landing pages, where key calls-to-action (CTAs) need to be immediately noticeable.

Key Features of the Z Pattern:

• The first diagonal movement at the top-left to top-right is where the main header or key action is placed.
• The second diagonal scan moves down from left to right, often where secondary content or visuals are placed.
• The third horizontal scan (bottom of the “Z”) often contains CTAs, footer links, or final calls to action.

Example: Apple

Apple’s homepage effectively uses the Z pattern layout. The page starts with a large header that draws users’ attention, followed by visually striking imagery. As the eye moves down to the bottom right, users encounter prominent CTAs, such as “Shop Now” or “Learn More.” The clean, minimalist design allows the user to quickly process the key message and take action.

Visit Apple Site

• E Pattern: Ideal for websites with a lot of content, such as news websites, blogs, or e-commerce sites. It’s great when you want users to follow a clear content hierarchy and scan information in sections.
• F Pattern: Perfect for text-heavy websites or sites with articles, news, or long-form content. It encourages users to focus on key headings and introductory paragraphs before reading more detailed sections.
• Z Pattern: Best for landing pages, product pages, and websites with fewer content blocks. It’s useful when you want the user to focus on a central message and then quickly take action.

Web design is an art, but it’s also based on science—specifically, how humans visually process information. The E, F, and Z patterns all aim to guide users’ eyes in ways that enhance their experience. Whether you’re designing a website with tons of content or a sleek, minimalist landing page, understanding how people read and scan content can significantly improve the usability and effectiveness of your design.

Takeaways:

• Use E pattern for content-heavy sites.
• Use F pattern for text-centric websites like news and blogs.
• Use Z pattern for simple landing pages or high-impact product pages.

By applying these patterns, you’ll not only create visually pleasing websites but also ones that guide users toward important actions and information, ensuring both form and function are optimized.