The assignment was to design two versions of the Delft circle, which is a graphical representation of the two different routes visitors can take to explore the inner city of Delft. The two routes are the 'Cultural route' and the 'Shopping route'. The route is basically the same for both, except that they start at the opposite direction. Naturally by following the 'Cultural route' visitors will be visiting museums and historical sites first, while they will go to the shopping areas first when following the 'Shopping route'.
The differences between the two must remain subtle. So the main challenge for us was to design the two versions of the map that would guide viewers to follow the two different direction by using visual cues and without using direction indicators such as arrows and words. So the question that we asked ourselfs are:
- What information should be displayed on the map?
- What visual communication theories can be used to influence the attention flow of the viewers?
Research
To answer these questions we first started the project with a research. We looked into exisiting maps and routes representations such as the metro map design from several countries. This is to see which information is normally displayed. We also studied Colin Ware's book 'Visual Thinking for Design' to find out which methods there are that can visualize difference in order and importance of elements, this in order to guide viewers attention to the desired direction. Lastly the actual route of the Delft circle itself is studied, relevant information about the spots on the maps are gathered. The result of the research is summerized below:
- Icons are frequently used to indicate reoccuring elements
- Difference in colors is heavily used for different purposes such as highlights, differenciating different groups, direction flow etc.
- Size differences can be a very effective visual cue to direct viewers focus of attention.
- Contrast and saturation differences can be used to let certain elements pop-out.
- Relative distances can be used to indicate importance differences.
- Depth cues can also be used to influence the read order or direction.
Ideation
With the research results in mind, we began to generate different ideas for the concept. We played with the different visual cues and made visualizations of our ideas individually to explore the possibilities and to see which combination works the best. All ideas can be seen in previous postings (see Home), some worked better than others so we could conclude from them which visual elements work the best. These elements would eventually be combined into the final concepts.
Formgiving
Since Delft is known for its Delft Blue, we agreed on that blue should be the primary color. The map of delft could be used to give viewers a more realistic representation of the situation, we included it in some of our ideas and it was used in our first concept. Pictures of the spots are used, they give the viewers a clear view of what to expect and are very iconic. Icons are made to represents museums and shops. Different combinations were used and tested through out the whole process.
Initial Concept
After reviewing all our ideas to see what works and what not, the first concept was made:
The visual cues we used for this concept are:
for the direction
- size
- saturation
- brightness
for the two routes
- layers
- contrast
The pinkish color was briefly used to emphasize the difference between the two routes.
Feedback:
During the presentation we were given the feedback to consider for further development of our concepts:
- the distance between the station and the first "stop" should be small
- we don't need to show tourists the way, so we don't need to incorporate the map of Delft
- we can try to use cartoons or symbols instead of photos for the "stops", which may be clearer for people unfamiliar with Delft
- we have to decide which shops, museums, etc we are going to use in our design
New Concept
With the feedback in mind we critically reviewed our concept and came up with a new improved one
With the feedback in mind we critically reviewed our concept and came up with a new improved one
Difference in size is made more subtle, distances between the spots are now more evenly distributed. Gone is the map, with it the restriction to place the spots in their actual place. So now the station/starting point is placed at center top, this way it is much easier for viewers to understand where to start. Icons for shops and museums are added to help clarify to viewers what to expect.
User Test 1
We then performed our first user test with this concept. The detail test report is in a previous posting. To summrize it, the results were not very positive. Only 1 out of 5 chose the correct direction. Problem was that the differences are now way too subtle to have a significant influence on the viewers action of thought. So in conclusion, subtlety doesn't work and the differences should be made much bigger. The positive result was that the formgiving design was generally well received.
New Improved Concept
So again, we analyzed the test result and improved our concept.
All spots now have their unique picture icon. Size difference is made larger, the gap between the station and last stap is bigger and the spiral form is more apparant. Different new icons for the shops and museums are incorporated.
User Test 2
The report can be found here. The result this time is much more positive. 7 out of 8 participants chose the direction as intended. Icon preferences were made clear, it was a succes!
Final Concept
Subtle improvements are made, the final icons are chosen.
Final User Test
The report can be found here. The results were largly positive:
User Test 1
We then performed our first user test with this concept. The detail test report is in a previous posting. To summrize it, the results were not very positive. Only 1 out of 5 chose the correct direction. Problem was that the differences are now way too subtle to have a significant influence on the viewers action of thought. So in conclusion, subtlety doesn't work and the differences should be made much bigger. The positive result was that the formgiving design was generally well received.
New Improved Concept
So again, we analyzed the test result and improved our concept.
User Test 2
The report can be found here. The result this time is much more positive. 7 out of 8 participants chose the direction as intended. Icon preferences were made clear, it was a succes!
Final Concept
Subtle improvements are made, the final icons are chosen.
The report can be found here. The results were largly positive:
- The size differences are apparent to all, some clearly indicated that bigger circles gives the sense of importance.
- The difference in saturation/transparency are also noted. But not everyone realize what the meaning behind this difference is.
- The majority of the participants chose the right direction as intended, the gap between the station and the last picture is one crucial cue for them to not go to that direction. But 2 participants clearly went for the other direction, it seemed more natural to them, even though they did notice the size and transparancy difference.
So in conclusion, we can say that with the visual cues we've used in our concept, we're able to influence viewer's attention flow and guide the majority of them to the direction we want them to see on the map. But in the end, it is still up to the user which route to choose. Especially when they already have a plan in mind of what to visit first, it becomes very hard to influence their course of action through the map alone. But our opionion is that we have succeeded in doing what is asked of us in this assignment.
