Aesthetics and Usability of Statistics Data Visualisation through Charts: An Eyetracking Study as a Tool for Chart Analysis

Purpose: This study focuses on identifying key factors influencing the choice of certain types of data visualizations in an economic context, emphasizing aesthetics and usability. The study used eyetracking technology to analyze users' interactions with different types of charts, bar, line, pie and dot plots. Design/methodology/Approach: The experiment involved 34 participants, who studied datasets from Eurostat showing the volume of fish catches and grain production in selected countries. An eyetracking analysis showed that critical visualization elements, such as titles and figures on axes, attracted the most attention from users. Bar charts proved to be the most intuitive and readable visualization format, as confirmed by both eyetracking data and survey responses. Line and dot charts, however, posed interpretive challenges for participants, highlighting the need for further refinement. Pie charts were appreciated for their ability to depict proportions, although they required more user involvement in interpretation. Findings: The findings underscore the importance of appropriate visualization design for effective data communication. Key aspects include the use of aesthetically pleasing elements, appropriate color contrast and intuitive structure to increase user engagement and facilitate data interpretation. In particular, users preferred bar charts for their simplicity and ability to clearly represent categories, while pie charts were preferred for showing proportional data. Point and line charts, on the other hand, were less intuitive for data spanning multiple categories. Practical implications: The study also highlights the importance of integrating visual elements, such as titles and labels, to improve usability and comprehension. The insights from this study can help designers create data visualization tools that meet user needs more effectively, supporting better decision-making in fields such as economics, statistics and business. Originality value: These findings provide a basis for further investigation of user interaction with different visualization formats, emphasizing the need to tailor design to user preferences to optimize data presentation and communication.