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The Gutenberg Principle
The Gutenberg Principle

The Gutenberg Principle


What is The Gutenberg Principle or Z-pattern layout in UI design?

The Gutenberg Principle (aka Z-Pattern Layout) states that users' eyes travel according to a Z-shaped path from the top-left area to the bottom-right area.

How the Gutenberg Principle can help us

It's a good practice to place your CTA at the end of this flow to lead users to take action.

Previous Tip

Inform Users Beforehand

Never let users guess what's the next step on your user journey. Have in mind that conversions might be low because people are afraid to press a button. A strong message (like "Reserve") adds stress and makes people wonder whether they'll be charged or not.


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