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Traditionally speaking – in the world of the Internet – users read from top left horizontally, then drop down a little and read horizontally again. After that they read down the left side. All of this, according to eye-tracking studies, makes the shape of a capital ‘F’.

Tradition is a lot of fun to play with! With a recently-launched client’s website, Irish Management Consortium, I played around with those traditions and moved the user’s expectations. Just as the consortium is a ‘new non political, non sectarian, not for profit limited company who strongly believe in the principles of ethical trading, ’ and challenges perceptions in business, so did I. By moving the user’s eye across to the other side of the page, the user is now drawn to the user menu on the right-side of the page, forcing the user to reconsider the way they approach both the website; and, as such, how they approach the business.

How could your business challenge Internet traditions? How can your business’s personality be represented through its Internet presence?

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