The Visual Effect of Map Design: An Eye-Movement Analysis

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Abstract
Previous cartographic research has suggested that overall map design will influence the manner in which a map is initially viewed, which, in turn, will influence the kind and amount of information it communicates. We tested this hypothesis in an experiment in which viewers examined both balanced and unbalanced, and simple and complex maps. Their eye movements were recorded as they viewed these maps and their memory of the maps tested. In early viewing, balance evoked greater concentration (evinced by more eye fixations) on informative map components than imbalance. Imbalance caused greater information-processing difficulty (evinced by longer fixation durations) than balance and worse map memory, especially for complex maps.

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