The most challenging part of the F pattern, along with the Plain English writing principles, was to ensure that the content doesn’t affect the opportunity for scanning yet is still able to engage a reader and remains clear and straightforward. The struggle here was ensuring the readers grasped what was intended before being bombarded with points and details to add more bulk to the message. 

The challenge with F Pattern specifically:

The challenge was ensuring that all crucial information such as the unique selling points for the product, eco-friendly materials, and call to action are positioned in areas of the text that the eye or the head typically goes to and reads first. The greater challenge was not to allow such a key spot to feel fragmented or shallow and cut from the rest of the content. While the F patterning allows for making the text shorter and more quickly digestible, the other problem was to not let the message seem half-done or incomplete.

The challenge with Plain English Principles specifically:

The big challenge I had was to take a product like a phone case, with many features (eco-friendly, cheap yet high-quality, and having a personality as an expression), and successfully showcase all the sides of it without overwhelming the reader with too much detail, ensuring that every key point was understood. I had to keep confusing terms out of it, and maintain a friendly, relatable approach, but, at the same time, I did not want to oversimplify or leave relevant details out. 

Overcoming both challenges:

I was most concerned with putting the most relevant information next to the top of the page and left-aligned within the content. I ensured that the key points such as the eco-friendliness, were put in areas where the reader would probably focus on first. Bold headings, bullet points, and short, punchy sentences were used to highlight the major selling features.

For example, the information on the main benefits of the product, such as eco-friendliness, affordability, and high quality, was put into bullet point form under "What We Promise!". This would align with the F-Pattern’s focus on easily scannable content and also ensure that these benefits would be evident to the reader clearly within just a few seconds of scanning. 

In overcoming the Plain English challenge, I tried to make sure that the language used remained simple, direct, and welcoming to the reader, avoiding complex phrasing and winding terms or sentences.