Data visualization has been used extensively to inform users. However, little research has been done to examine the effects of data visualization in influencing users or in making a message more persuasive. In this study, we present experimental research to fill this gap and present evidence-based analysis of persuasive visualization. We build on persuasion research from the psychology and user interfaces literature, and explore the persuasive effects of visualization. In this experimental study we define the circumstances under which data visualization can make an argument more persuasive, propose hypotheses, and perform quantitative and qualitative analyses on studies conducted to test these hypotheses. We compare visual treatments with data presented through barcharts and linecharts on one hand, and treatments with data presented through tables on the other, and evaluate their persuasiveness. The findings represent a first step in exploring the effectiveness of persuasive visualization.
The Persuasive Power of Data Visualization