Seeing an Insight: An Eye-Tracking Analysis of How Data Visualization Shapes Decision-Making

Abstract

The exponential increase in data volume and complexity has made techniques such as Visual Analytics an essential approach for transforming information into actionable insights. However, while visual dashboards are often assumed to accelerate decision-making, there is limited empirical evidence about how different layouts influence users’ cognitive effort and visual attention that will, in the end, trigger knowledge. This study investigates the impact that graphical versus tabular data designs have on decision-making processes, using objective measures from eye-tracking technology. In a controlled environment with 52 participants, we measured two key physiological indicators: pupil dilation, as a proxy for cognitive load, and fixation count, as a measure of visual exploration. Mixed-effects models revealed that, overall, graphical displays did not significantly increase cognitive load, in direct contradiction of the common assumption that visuals inherently reduce mental effort. However, graphical formats prompted a more exploratory mode of attention, evidenced by higher fixation counts and wider dispersed patterns. These findings highlight the importance of aligning data visualization designs with specific analytical tasks, rather than adopting a one-size-fits-all approach. The study contributes to a deeper understanding of how visual environments shape cognitive processes and offers practical recommendations for designing dashboards and decision support tools that are cognitively efficient and fit for purpose.