Re. the F-shape of reading - that link seems to be talking mainly about search and e-commerce pages: has anyone done any studies at all to show whether it applies to journalism or blogs? One’s instinct is to presume that if people are scanning for information (product features and price; relevance of proffered links to original query) they will read in that way, but may be more likely to read in a more in-depth, thorough way when they arrive at a page which contains text they either searched for, or were interested enough to click on a link to read about in more detail. (The first graphic on the page you link to, of the reading pattern of a corporate “about us” page, does seem to bear this out somewhat, in that the “bars” of the “F” are much thicker.)

Cheers,

AB