The role of titles in enhancing data visualization

• Published in: Evaluation and program planning 2021-02, Vol.84, p.101896, Article 101896
• Main Authors: Wanzer, Dana Linnell, Azzam, Tarek, Jones, Natalie D., Skousen, Darrel
• Format: Article
• Language: English
• Subjects: Aesthetics; Between-subjects design; Credibility; Data visualization; Evaluation; Graphs; Mental effort; Research on evaluation; Titles; Visualization
• ISSN: 0149-7189; 1873-7870
• DOI: 10.1016/j.evalprogplan.2020.101896

•Many assumptions in data visualization need to be scrutinized more closely.•One assumption is that informative titles are more effective than generic titles.•Informative titles require less mental effort and are viewed as more aesthetically pleasing.•Informative titles did not otherwise outperform generic titles.•Type of title did not interact with type of graph or the valence of the findings. Many in the data visualization and evaluation communities recommend conveying the message or takeaway of the visualization in the visualization's title. This study tested that recommendation by examining how informative or generic titles impact a visualization’s visual efficiency, aesthetics, credibility, and the perceived effectiveness of the hypothetical program examined. Furthermore, this study tested how simple or complex graphs, and positive, negative, or mixed results (i.e., valence of the results) affected outcomes. Participants were randomly assigned to one of 12 conditions, representing a 2 (graph: simple or complex) x 2 (title: generic or informative) x 3 (valence: positive, negative, mixed) between-subjects study. The results indicated that informative titles required less mental effort and were viewed as more aesthetically pleasing, but otherwise did not lead to greater accuracy, credibility, or perceived effectiveness. Furthermore, titles did not interact with graph type or the valence of the findings. While the results suggest it is worthwhile to consider adding an informative title to data visualizations as they can reduce mental effort for the viewer, the intended goal of the visualization should be taken into consideration. Considering the goal of the visualization can be a deciding factor of the type of graph and title that will best serve its intended purposes. Overall, this suggests that data visualization recommendations that impact evaluation reporting practices should be scrutinized more closely through research.