Unlocking Semantic Information Representation in Bar Graph Design

Bar graphs are routinely used in academic works, official reports, and mass media. Prior studies have focused on the comprehension of numerical information in bar graph design but have largely ignored the semantic information representation. Actually, along with the escalating need to convey semantic information beyond numerical data, unconventional bar graphs emerge and catch increasing eyes, highlighting the necessity of unlocking semantic information representation in bar graph design. In this paper, we attempt to address these gaps through examining the impact of three visual channels—color, shape, and orientation—on viewers' comprehension of semantic information. Drawing from prior research, we formulate a series of research hypotheses and conduct two experiments. Results show that by evoking sensorimotor experiences, conceptually relevant colors and shapes of bars facilitate the representation of semantic information. This facilitation is more pronounced in conveying concrete concepts than abstract concepts. Similarly, by evoking emotional experiences, colors and orientation aligned with the affective valence of concepts aid the representation of semantic information, with a more noticeable enhancement in conveying abstract concepts compared to concrete concepts. Additionally, we find that shape-embellished bars somewhat hinder the judgment of specific numerical values. These findings provide a renewed perspective on how semantic information is represented in bar graphs, offering valuable practical guidance for scientifically representing semantic information.