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arXiv · 2605.27554

What Catches the Eye? A Conjoint Study of Infographic Design Preferences

Amit Kumar Das·Karanbir Pelia·Manav Nitesh Ukani·Klaus Mueller
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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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Amit Kumar Das, Karanbir Pelia, Manav Nitesh Ukani, Klaus Mueller. 2026-05-26. What Catches the Eye? A Conjoint Study of Infographic Design Preferences. https://arxiv.org/abs/2605.27554

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