The Effectiveness of Infographics Layout in Information Searching and Scanning: An Eye Tracking Study

Open Access
Liang, Zhiwen
Graduate Program:
Industrial Engineering
Master of Science
Document Type:
Master Thesis
Date of Defense:
Committee Members:
  • Ling Rothrock, Thesis Advisor
  • Andris Freivalds, Thesis Advisor
  • Infographics
  • eye tracking
  • linear layout
  • radial layout
  • information searching
  • information scanning
The layout of information arrangement could affect the effectiveness of information searching and scanning. This study aims to address the question that during information searching, how the different types of layout of infographics (linear and radial) influence readers’ information acquisition behavior on first and second level of information perception and interpretation, respectively. Forty participant were recruited and eye tracker was used to record their eye movement during information acquisition. The results indicates that on the first level of information perception and interpretation, the searching performance of infographics with linear layout is as effective as infographics of radial layout; on the second level of information perception and interpretation where it requires comparison of values, the infographics with radial layout is more effective than infographics with linear layout, in terms of following metrics: time spent fixating the last of multiple targets (t = 2.52, p = 0.018), total duration of fixations (t =3.57, p =0.001), mean fixation duration (t = 4.85, p < 0.001), number of saccade (t = 2.27, p = 0.030), mean saccade duration(t = -2.63, p = 0.013), fixations/saccades ratio (t = 4.02, p < 0.001). Therefore, in the design of infographics, when the context of the information involves values comparison, it is recommended to arrange the information in a radial way.