An eye-tracking study on the effect of infographic structures on viewer’s comprehension and cognitive load

Azam Majooni · Mona Masood · Amir Akhavan

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Visual and Cognitive Learning Processes Data Visualization and Analytics Gaze Tracking and Assistive Technology

Abstract

The basic premise of this research is investigating the effect of layout on the comprehension and cognitive load of the viewers in the information graphics. The term ‘Layout’ refers to the arrangement and organization of the visual and textual elements in a graphical design. The experiment conducted in this study is designed based on two stories and each one of these stories is presented with two different layouts. During the experiment, eye-tracking devices are applied to collect the gaze data including the eye movement data and pupil diameter fluctuation. In the research on the modification of the layouts, contents of each story are narrated using identical visual and textual elements. The analysis of eye-tracking data provides quantitative evidence concerning the change of layout in each story and its effect on the comprehension of participants and variation of their cognitive load. In conclusion, it can be claimed that the comprehension from the zigzag form of the layout was higher with a less imposed cognitive load.

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References

1998Cognitive Architecture and Instructional Design 2014Cognitive Load Theory: Implications for medical education: AMEE Guide No. 86 1933Aesthetic Measure 1994Blink Rate: A Possible Measure of Fatigue 1979Pupillary Responses During Information Processing Vary with Scholastic Aptitude Test Scores 2012The Rise of Storytelling as the New Marketing 2010Driver workload and eye blink duration 2008Mental Workload and Visual Impairment: Differences between Pupil, Blink, and Subjective Rating

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2018The Effect of the Difference Between Infographic Designing Types (Static vs Animated) on Developing Visual Learning Designing Skills and Recognition of its Elements and Principles 2020The Impact of Flyer with Infographics on Public Awareness and Interest to Transportation Project

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