Augmenting Communication with Visualization : Effects on Emotional and Cognitive Response

We are witnessing an increased use of conceptual visualizations and information graphics on the Web. Addressing this rising interest in the interactive visual display of information, this study proposes to evaluate the effects of visual mapping on human communication. We acknowledge the emergence of new forms of communication deploying interactive visualization, empowered by ICT tools that augment abilities in creating visualizations. Yet their implications are still largely understudied. Beyond evaluating usability, this study focuses on assessing the new visual digital form of communication, in particular in the context of strategic communication in organizations, by analyzing the relationship between the emotional and cognitive response. We propose a model, building on theories from psychology, in which visualization has a positive effect on the emotional response toward the content, which in turn has a positive impact on the cognitive response. We test the mediation model proposed with an experiment, comparing a textual control condition to two visual representations, and find confirmation of our hypotheses. The study provides a contribution by showing that communication can be shaped and enhanced by using interactive visual mapping tools, which empower users to swiftly craft clear and convincing messages.