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.