Z-pattern
The Z-pattern is an eye-scanning path on simple, visual-first layouts: the eye moves across the top, diagonally down to the opposite corner, then across the bottom — tracing a Z. It suits pages with few elements, like landing pages with a hero and a single call to action.
Where the F-pattern describes text-dense scanning, the Z-pattern describes sparse, image-led pages. Designers use it to place the logo top-left, the primary action top-right, a diagonal of supporting visuals, and the main CTA bottom-right — landing the eye where the conversion lives.
It is a guideline, not a law: the moment a page has real hierarchy, contrast and faces, those signals override the geometric default. Predict where the eye actually goes on your specific layout rather than assuming the Z holds.
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