Comparative Evaluation of Univariate and Bivariate Choropleth Maps: Perceptu...- Michalis Kantartjis

Comparative Evaluation of Univariate and Bivariate Choropleth Maps: Perceptual and Cognitive Insights from an Eye-Tracking Study
Michalis Kantartjis, University of Iowa
Our study evaluates univariate and bivariate choropleth maps using eye-tracking technology to uncover key perceptual and cognitive differences among tasks such as identifying patterns and comparing regions. Data analysis from 75 participants showed that bivariate maps, while initially challenging, enable more efficient, and in some tasks, accurate interpretation of complex spatial patterns. Self-reported measures indicated improved performance and reduced mental demand with bivariate maps. Additionally, our introduction of an interactive legend led users to explore the map interface more thoroughly. Gaze heatmaps and scan path analyses revealed distinct visual patterns, suggesting that bivariate maps, contrary to previous research, can enhance map reading efficiency.
This presentation was made at the 2024 annual meeting of the North American Cartographic Information Society (NACIS). For more information on NACIS, check out NACIS.org.