A User-Based Study on the Graphic Parameters of Pictorial Symbols for Tourist Maps

Modern web and tourist maps use pictorial symbols to help users quickly and easily identify Points of Interest (POIs). Pictorial symbols are sometimes misinterpreted due to poor design choices. As a result, it is important to evaluate pictorial symbols with map users. This paper uses an online questionnaire to examine how different graphic parameters—such as frame outline, frame background, frame shape, color hue, and pictogram category (semantic, visual, or arbitrary)—are perceived by map users. The evaluation of pictograms includes three aspects: understanding, to capture the map reader’s opinion; preference, to investigate the map maker’s choice; and appropriateness, to document the evaluation of an existing map. Seven popular Points of Interest (POIs) were selected for the evaluation of pictorial symbols: Hotel, Restaurant, Parking, Museum, Airport, Hospital, and Church. Based on the questionnaire results and the statistical analysis of 520 responses, several conclusions were drawn. Users prefer symbols with a frame outline and a frame background. They also prefer symbols with a white background, which increases contrast and improves legibility. In contrast, users do not have a strong preference for a specific frame shape. In general, users can recognize symbol groups based on frame shape, but the effect is stronger when the color hue appears in the frame background or outline. The statistical analysis demonstrates that perceived appropriateness constitutes an objective measure related to comprehension. Furthermore, appropriateness is independent of the pictogram classification as semantic, visual, or arbitrary. Instead, it is determined by the graphic ability of the pictogram to represent a specific POI. This conclusion reaffirms the importance of designing successful semantic and visual pictograms or adopting those already familiar to map users, as familiarity has also been identified as an important factor by this research. Overall, this paper, based on user evaluations, provides practical insights to improve pictorial symbols on a tourist map.