Would you prefer pie or cupcakes? Preferences for data visualization designs of professionals and laypeople in graphic design

• We investigated preferences for data visualizations differing in construction type (standard or non-standard) and expression mode (abstract or pictorial).
• We tested differences in preferences between graphic design professionals and laypeople in the field of design.
• Graphic designers prefer non-standard types and laypeople prefer standard types.
• Graphic design professionals prefer pictorial types and laypeople prefer abstract types.
• Graphic designers attach more value to attractiveness and laypeople to clarity of designs.

Data visualizations come in many different forms. In this study we investigated how professionals and laypeople in graphic design rate the attractiveness and clarity of data visualizations differing in construction type (standard or non-standard) and mode of expression (pictorial or abstract). Results showed that graphic designers rate the attractiveness of non-standard and pictorial visualizations higher than standard and abstract ones, whereas the opposite is true for laypeople. As for clarity, both groups prefer standard and abstract visualizations, which is reflected in lower response times. Results also showed that overall graphic designers' evaluations are lower than the evaluations of laypeople.