Mapping Presidential Elections: An Empirical Analysis of Effective Design Techniques

Keywords: cartography, data journalism, political geography
Session Type: Virtual Guided Poster Abstract
Day: Sunday
Session Start / End Time: 2/27/2022 11:20 AM (Eastern Time (US & Canada)) - 2/27/2022 12:40 PM (Eastern Time (US & Canada))
Room: Virtual 41

Abstract

Few maps receive more public attention than ones created for nationwide elections. Therefore, choices in map design are crucial in conveying an accurate and appropriately complex message to a general audience. While cartographers for major news organizations use well-studied best practices of cartography in election maps, the field suffers from a lack of empirical research specific to this high-stakes subject. In my undergraduate honors thesis, I evaluate popular cartographic techniques recently employed by major news organizations for the 2020 United States presidential election using design frameworks from cartography, perceptual psychology, and visual semiotics. My study follows a 4x2x2 factorial design to examine the influence of three important design choices: 1. thematic map type (block cartogram, choropleth, Gastner-Newman cartogram, and proportional symbol) 2. color saturation (bold, desaturated), and 3. visual accenting (accenting, no accenting). Based on user speed, accuracy, and preference, I recommend design considerations for election maps, filling an important empirical gap in cartography. The results also serve as a case study with interdisciplinary benefits, advancing the related fields of data journalism, information visualization, perceptual psychology, and political science.