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9 eye-scanning patterns, 10 ways to adapt the text for max readability.
uxplanet.org
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People Don’t Read Online—They Scan. This Is How to Write for Them Scanning is searching. Reader’s behavior when scanning may seem pure laziness, but it’s not. It’s an efficient strategy to seek out and filter information. Scanning also allows readers to avoid informational overload.

Banner Blindness Revisited: Users Dodge Ads on Mobile and Desktop
www.nngroup.com
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Users have learned to ignore content that resembles ads, is close to ads, or appears in locations traditionally dedicated to ads.

The Love-at-First-Sight Gaze Pattern on Search-Results Pages
www.nngroup.com
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"Eyetracking studies show that users sometimes look at only a single result on a search-results page because that result is good enough for their needs."

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