Effect of graphic simplification and graphic metaphor on the memory and identification of travel map

- Investigate the effect of graphic simplification and metaphor techniques on graphic memory and identification.
- There are respectively 3 dimensions in graphic simplification and graphic metaphor, and their interactions produce 9 results.
- Simplification influences both graphic memory and identification, but metaphor only influences identification.
- The interaction effects and multiple comparisons between simplification and metaphor were conducted.
- Provide a reference model for map designers.

With the rapid development of the tourism industry, the design of tourist guide signs has become a crucial concern. This study investigated the effects of 3 graphic simplification techniques and 3 graphic metaphor techniques on graphic memory and identification. The results indicated that simplification and the interaction between simplification and metaphor influence graphic memory; moreover, simplification and metaphor were found to significantly affect identification. These findings suggest that iconic simplification with appearance-resembling metaphors, and metaphor techniques with text simplification result in superior memory. Simplification techniques with appearance-resembling metaphors and metaphor techniques with text simplification also yielded superior identification. This paper thus provides a reference model for map designers who are producing digital and travel maps.