Data Visualization and Analytics
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Abstract
Abstract
Infographic designers balance many choices at once: chart type, color, and whether to add a benchmark or a scale. Past work studies these factors one at a time, so we know little about how readers weigh them against each other. We address this gap with a choice-based conjoint study (N = 65) in which participants viewed pairs of infographics on a mock newspaper page about unemployment. Each infographic varied across three attributes: comparison type (none, US average, percentage scale), color (red, blue), and graphic type (single icon, icon series, bar chart). Comparison type drove most of the preference variation (58.5%), followed by graphic type (29.2%) and color (12.3%). Readers favored percentage scale markers and benchmark comparisons; color had no practical effect. The percentage scale level adds axis information rather than a benchmark, so the comparison type result mixes two distinct ideas. A single topic and a narrow palette also limit external validity. We argue that conjoint analysis is a practical and underused tool for studying visualization preferences across many design dimensions.
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@article{Das2026What,
title = {What Catches the Eye? A Conjoint Study of Infographic Design Preferences},
author = {Amit Kumar Das and Karanbir Pelia and Manav Nitesh Ukani and Klaus Mueller},
journal = {arXiv (Cornell University)},
year = {2026},
doi = {10.48550/arxiv.2605.27554},
url = {https://doi.org/10.48550/arxiv.2605.27554}
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