Exploring the relationship between visual context and affect in diagram interpretation

Abstract

Among the growing body of research on the interpretation of diagrams there appears to have been relatively little attention paid to emotional or attitudinal responses, despite the fact that they may be significant for communicators aiming to stimulate interest, influence attitudes, or motivate action. This research explores the impact on affect of visual context in biological life cycle diagrams. In two qualitative studies, participants viewed decontextualized life cycle diagrams along with diagrams that included a contextual backdrop, and discussed their interpretations, associations, and attitudes toward the diagram content. Thematic analysis of the data revealed that context was associated with an elevated sense of empathy and concern for the animal, and a stronger perception of personal relevance—clear indications that diagram design can have important emotional and attitudinal impacts.