An Eye-Tracking Study on Differences in Information Transfer by Infographics

Abstract

Information graphics are commonly used to display information. Nevertheless, the retention of information can differ depending on the presentation of the content. A topic that is currently present to all of us in the media is the refugee influx to Europe. As it caused a lot of chaos, confusion and anxiety, the transfer of information played and still plays a crucial role, which is why we chose two different graphics visualizing facts and information about refugees. Our aims were to get insights into the readers’ information behavior dealing with information graphics and to find differences in information transfer. Therefore, we conducted eye-tracking experiments and analyzed the fixation time and the fixation count on both textual and non-textual elements of the infographics. After reading, the retention of information was tested using free text questions and summed up in a score that was evaluated. Results showed that the subjects had spent most of their time on textual elements for each infographic. The viewing behavior did not differ significantly between the two graphics. Despite this, we found significant differences in information transfer. This might be because one infographic had fewer subtopics. Each of these sub-topics was backed up by the repetition of several textual and non-textual elements as well as additional details, which broadened the context.