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The Gutenberg Principle
The Gutenberg Principle

The Gutenberg Principle

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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.

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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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