Most readers look at the photograph first. If you put it…
“Most readers look at the photograph first. If you put it in the middle of the page, the reader will start by looking in the middle. Then her eye must go up to read the headline; this doesn't work, because people have a habit of scanning downwards. However, suppose a few readers do read the headline after seeing the photograph below it. After that, you require them to jump down past the photograph which they have already seen. Not bloody likely.”
About This Quote
This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation.
Placing a photo above a headline disrupts natural reading flow, causing readers to miss the headline.
In simple terms: Readers scan downwards, so photos should follow headlines.
Key Takeaway
Put headlines before images to capture attention.
Themes
design
visual hierarchy
reading behavior
Mood
informative
analytical
Type
practical
educational
When to use this quote
- magazine layout
- web page design
- print ads
- marketing materials
Key Concepts
advertising
cognitive psychology
Questions to Reflect On
- Should design adapt for different cultural reading patterns?
- How does mobile scrolling affect this rule?
A Different Perspective
Some audiences may still read the headline first despite layout.