board with misuse of colors, as in Figure
2, was divided into 13 zones (see Figure
5), and the eye-fixation sequences of all
subjects were mapped with these zones.
Zone 9 was the most relevant because it
contained the answer to the task. The
mapping results were ranked in the order in which the zones were visited first
by the subjects, as in Figure 5. The task-relevant areas are highlighted in the table
within Figure 5, indicating the viewers of
the dashboard with misuse of colors visited the task non-relevant areas (such as
Zone 3 and Zone 7) first, followed by the
task-relevant areas (such as Zone 9). This
sequence demonstrates viewers engaged
in System 1 processing first, then System
2 processing. In contrast, viewers of the
dashboard with no such misuse visited
the task-relevant areas (such as Zone 6)
first. The viewers thus engaged System
2 processing directly. Together with the
heat maps and the statistical analysis in
Table 3, this analysis provides evidence
the misuse of colors affects the pattern of
a viewers’ eye movements and decision-making processes.
Conclusion
This article has reported the effects of
overuse and misuse of colors in dashboards on decision making, as summarized in Table 4.
The study made several interesting
observations. First, the high fixation
counts and durations in Table 1 and
Table 4. Summary of eye-tracking study.
Dashboard overusing colors Dashboard not overusing colors
Viewers spend time inspecting all the bars and
trying to interpret the additional meaning of the colors
in each bar, a sequence that takes extra time
and effort.
Viewers focus on the bar chart, performing
the task quickly.
Dashboard misusing colors Dashboard not misusing colors
Viewers focus on the areas with contrasting
colors.
Viewers focus on the areas related
to the task.
The task is not related to the contrasting colors
so distracts viewers.
In the absence of distraction, viewers
focus on the dashboard, performing
the task quickly.
Task performance is not affected, but viewers
spend extra time and effort due to the distraction.
Figure 5. First fixation-time-sequence analysis.
2
7
3
8
1
6
13
4
9
5
10
Major
Market
Major
Market
Major
Market
Major
Market
Major
Market
Major
Market
Major
Market
Major
Market
Small
Market
Small
Market
Small
Market
Small
Market
Small
Market
Small
Market
Small
Market
Small
Market
Central
Coffee
East
Espresso
South
Herbal Tea
West
Tea
Market Type By Market Size
Product Type By Market Size
color scale
p
r
ofi
t
p
r
ofit
Figure 6. Effect of highlighting task-relevant and non-relevant areas.
Major
Market
Major
Market
Major
Market
Major
Market
Central East South
Highlighting task relevant areas attracts attention
West
Small
Market
Small
Market
Small
Market
Small
Market
Major
Market
Major
Market
Major
Market
Major
Market
Central East South
Highlighting task non-relevant areas creates distraction
West
Small
Market
Small
Market
Small
Market
Small
Market
Zones
Fixation sequence
on dashboard
with misuse
of colors
Fixation sequence
on dashboard
with no misuse
of colors
12
26
31
4
10
5
64
1
72
6
83
7
95
3
10
7
4
11
12
8
5
13
9