Measuring the influence of map label density on perceived complexity: a user study using eye tracking

Abstract: We combine eye tracking and a questionnaire-based approach to explore the influence of label density on the perceived visual complexity of maps. We design two experiments in which participants are asked to search for the names of point features on maps and to rate the map complexity and legibility for different label densities. Specifically, we conduct a highly controlled experiment in which all the map variables except the label density are held constant (the controlled experiment). Then, we conduct a second experiment following the same protocol but using real maps as visual stimuli (the real-map experiment) to verify if the results of the controlled experiment were applicable to real maps. The results of both experiments indicate a significantly positive correlation between perceived visual complexity and label density and between the response time in visual search tasks and label density. Surprisingly, we observe a significant inverse correlation between the label density and two eye movement parameters (fixation duration and fixation frequency) between the two experiments. We discuss how the variables of real maps might have affected these eye movement parameters and why the results of the two experiments are inconsistent. Our findings suggest that eye tracking parameters are not reliable indicators of map complexity. These empirical results can be helpful to future map design and map complexity investigation.