Graphics Reference
In-Depth Information
curvature-based parametric shapes, glyphs with
curvature and twist, and blobs, while information
visualization utilizes shapes, such as Chernoff
(1973) faces, physical objects, star coordinates,
sticks, radar plots, 'growth' visualizations, and
other organically inspired visualizations. The
experiments show the potential to convey ten or
more different data attributes within a glyph based
on shape attributes.
To explore whether the use of visualization is
better than text in the communication of business
strategies, Kernbach and Eppler (2010) presented
three forms of the same presentation to a group
of managers: a PowerPoint, a visualization in the
form of a visual metaphor, and a roadmap that
guides the viewer's eye. The authors measured
awareness and attention to strategy information,
comprehension of the strategy, agreement and sup-
port of the strategy, and retention of the strategic
content. In addition, they measured the perception
of the visual and the perception of the presenter.
Visualization was significantly better than text
in terms of attention, agreement, and retention.
Subjects who were exposed to visualization in
the form of a visual metaphor and a roadmap
paid significantly more attention to the strategy,
agreed more with the strategy, recalled the strategy
better, and perceived the visual and the presenter
significantly better than did subjects who saw a
text in the form of PowerPoint.
Bresciani and Eppler (2010) explored the
positive impact of employing conceptual visual
representation for individual reasoning, communi-
cating and facilitating meetings in organizations.
The study was aimed to advance the understand-
ing of the use of visual representations to support
managerial cognition and the relationship between
the structure of the visual forms and the type of
convergent (logical, analytical, deductive, aimed
at a single correct answer) or divergent (exploring
possible original solutions) knowledge task type.
Questionnaire responses about the usefulness of 12
common business visualizations for typical knowl-
edge tasks in organizations provided an overview
of the comparative suitability of visualizations for
generating ideas, sharing knowledge, evaluating
options and planning. The authors presented for the
survey twelve knowledge visualization formats:
mind map, to-by-two matrix, timeline, flowchart,
iceberg visual metaphor, argument map, mountain
trail metaphor, roadmap, casual loops, concept
map, slide ruler, and bridge metaphor. Then they
compared rankings of these types of knowledge
visualization, made by the study participants,
in relation to the four typical knowledge tasks:
idea generation, knowledge sharing, evaluating
options, and planning. This research provides
support for the selection of adequate visualizations
for individual and collaborative cognitive tasks.
At a theoretical field, the results indicate that the
tasks requiring divergent thinking (generative
cognition) are best supported by less structured
visualizations, and the convergent tasks (evalua-
tive cognition, such as assessment and planning)
are best served by structured and highly codified
templates.
Story-based approaches seem to motivate
users but might lead to less intensive reception
of information. However, several reception and
usage problems have been identified regarding
information presentation and interaction. When
overloaded with data, interactive information
graphics tend to overwhelm users, so they may
disregard well-known principles and rules of the
old media and web design (Burmester, Mast, Tille,
& Weber, 2010).
Eppler and Pfister (2010) analyzed sketch-
marks - hand-drawn, simple, ad-hoc annotations,
modifications, or additions to diagrams - not only
as creativity catalysts but also as analytic, col-
laborative thinking tools. The collaborative use
of sketchmarks can provide numerous benefits
to managerial discussions. Chart annotations
can support management teams in their decision
making based on quantitative charts by visually
eliciting and capturing interpretation processes,
