Data Visualization – The Effect of Graph Animation on Persuasiveness

Abstract

[EN] To make data visualization more attractive, not just color or different shapes are used, but also animations are nowadays added to graphs. Software tools for data visualization use different representation styles or display features and include animation in the data visualization process. Until now, the positive effect of different representation styles has been taken for granted in practice. However, this raises the question of the extent to which such representation styles are effective and what results can be seen in research in this regard. A literature review on data visualization is given to examine this in more detail. It was considered to what extent there are already findings on whether animated graphs have an effect on consumers’ behaviors. In the following work, we mean by an animated graph, a graph that is not visible from the beginning. Instead, the graph builds up over time. This way, motion is added to the graph. The literature review shows that data visualization has been studied more frequently in some areas. In marketing, this has received less consideration so far. Animations in graphs have not been studied much in the literature.