Inverted Pyramid
Most important information first. Details follow.
- Headline: the conclusion/key takeaway
- Lead: essential context (who, what, when)
- Body: supporting details
- Background: additional context for those who want depth
Scanning Patterns
- F-pattern: users scan headings down the left, then read selectively
- Layer-cake: users jump between headings, scanning for relevance
- Spotted: users scan for specific targets (links, buttons, numbers)
Design for Scanners
- Clear headings at each level
- Bold key terms within paragraphs
- Short paragraphs (3-4 sentences max)
- Bulleted lists for 3+ related items
- Pull quotes for key insights
- Numbers and data points stand out
Progressive Disclosure
- Show summary by default
- Expand for details on demand
- 'Show more' / 'Read more' with preview of what's hidden
- Accordions for FAQ-style content
- Tabs for parallel content types