Why attendees scan instead of read and how to leverage it
Your attendees don't read messages word by word. They scan for key information. Adapt your communication to this reality.
Your attendee doesn't read – they seek answers
When did you last read an entire email from start to finish? Your event attendees behave exactly the same way. You're not dealing with a patient reader – you have a quick-scanning recipient who checks in seconds: is this for me?, where do I register?, how much does it cost?
If you don't adapt your communication to this pattern, you lose potential attendees right from the start.
Why does the brain choose scanning over reading?
Your attendees live in a world of information overload. Daily, they receive dozens of emails, hundreds of notifications, and have access to unlimited online content.
In such reality, the brain adapts by choosing efficiency. Instead of analyzing every word, it searches for patterns and key reference points. This isn't laziness – it's an evolutionary survival strategy in the digital world.
Add to this the patterns from daily internet usage. Eye-tracking studies show that users scan pages in a characteristic F-pattern – they focus on headings, first lines of paragraphs, and visually highlighted elements.
Your attendees transfer these same habits to event communication.
What actually catches an attendee's attention?
When an attendee opens your email or visits your event page, their eyes automatically search for specific elements:
Headings become content maps. A well-written heading allows understanding what a section is about without reading details. If your headings don't tell a story independently, attendees might miss crucial information.
Visual highlights work like magnets. Bold text, colors, icons – these are points where eyes stop. Use them consciously to direct attention to the most important elements: date, venue, cost, registration deadline.
Bullet points make information digestible. Instead of a long paragraph describing the program, use a list with times and topics. The brain will process such information much faster.
CTA buttons must be obvious. "Register" should be visible at first glance, preferably repeated in several places.
Design communication for scanners, not readers
Apply the one message per section rule. Each content block should convey one specific piece of information. If you place date, cost, and program in one paragraph – attendees might miss some of this information.
Break texts into short blocks. Maximum 3-4 lines per paragraph. Long text blocks act like walls – the brain automatically bypasses them. Short sections with white space seem friendlier and easier to process.
Place the most important information at the beginning. Does an attendee have to scroll down the page to find the event date? That's a mistake. Key information – date, venue, registration method – should be immediately visible.
Repeat call-to-action. One "Sign up" button isn't enough. Place it at the top of the page, after the program description, and at the very end. Attendees should be able to register the moment they make a decision – regardless of where in the content they are.
Where does scanning have crucial importance?
The registration page is your business card. Attendees must understand in seconds what the event is about, whether it's right for them, and how to register. If this information is hidden in a long description, you'll lose them.
Information emails must be scannable. Event reminders should contain all key data in an easily reviewable format. Date, time, address, joining link – everything within eyeshot.
The agenda needs clear structure. Whether it's printed or online – attendees should be able to quickly find sessions of interest. Time, topic, speaker – this information must be immediately readable.
Mobile apps require even greater precision. On small screens, every pixel counts. Information must be even more condensed and visually organized.
How do modern systems support scanning?
A good attendee registration system understands these principles and makes them easy to apply. It offers templates with clear, hierarchical content structure. It allows easy organization of information into logical sections.
It enables integration with icons, colors, and graphic elements that guide attendees' eyes. It generates SMS and email reminders in concrete format, ready for quick scanning and action.
Most importantly, it gives you control over how information is presented – so you can adapt it to how your attendees actually process it.
Write the way your attendees read
Your opponent isn't attendees' ill will – it's lack of time and stimulus overload. If you want your communication to be effective, don't hide key information in walls of text.
A scanner isn't an enemy – it's an attendee looking for exactly what you want to convey. They just do it in a way dictated by the modern world. Give them what they're looking for in a form they can quickly process.
Remember: if attendees have to struggle to find basic information about your event, they'll probably find another that presents it better.
About the author
Joanna Chrościechowska
Managing Partner at CONREGO. She specializes in educating event organizers and improving communication with participants. She writes about how to simplify the work of event managers and create processes that enhance attendee satisfaction and the overall effectiveness of event operations.