The Gutenberg rule points out a user behavior called reading gravity which is the western habit of reading left-to-right, top-to-bottom. It can be represented as a simple diagram that splits a page in four quadrants:

- A Primary Optical Area
- a strong follow area
- a weak follow area
- and a Terminal Area
The higher left portion of the page is the user primary focus, it’s where the eyes will automatically focus regardless if the user is searching for something, wanting to read or just doing a quick scan on the page.
The second stage of the reading habit is moving to the higher right portion of the page, you can think of it as a follow up from the left portion but less important. It’s not a good idea to break the reader’s experience created from the starting point. Meaning that if you have a call to action the user will stop at this point and act.
The lower left portion is the blind portion of the Gutenberg diagram, although readable the user will not give much importance to content in this area of the page.
When the user reaches the lower right portion of the page there is a break in the reading / page scan process and the user will need to take an action. This is the perfect spot to insert call-2-action such as buttons, links, forms, video, etc.
By understanding the reading patterns of the users who visit your website you are able to place the most important content in the areas where they will be most effective.
If you’ve read about web users reading patterns you probably read Jacob Nielsen’s report on the F-Shaped Pattern that shows the lower right area as the less important area. I wouldn’t say this theory is wrong but consider the F-Shaped pattern for users that are scanning the page and the Gutenberg Diagram for user that are reading or genuinely interested in the content.
![]()
For example, a user is searching for information about the Gutenberg Diagram and reaches this article. The user will look at the diagram image and read the lines above the image starting an inverted Gutenberg Diagram.
If the user is looking to buy a product on E-bay I believe the primary pattern on the product listing pages will be a typical Gutenberg Diagram.
On the other hand when a user is searching for information on a search engine and finds multiple articles about it, the user will engage an F-shaped pattern when visiting those pages trying to find quick and concrete references to it’s search.
Complementary readings:
- 10 unexpected online user behaviors to look out for
- Design To Sell: 8 Useful Tips To Help Your Website Convert
- Life below 600 pixels
- F-Shaped Pattern
