Mental representation of landmarks on maps: Investigating cartographic visualization methods with eye tracking technology

Landmarks are intuitively used in navigational processes as conspicuous points for orientation. Graphical guidelines that ensure a quick visual encoding and easy mental representation in maps do not exist. To breach this gap, an experiment is conducted on three study groups to test whether landmarks are most effectively displayed as vignettes, icons or text symbols in abstract maps. Eye tracking techniques and interviews are carried out with 21 participants to identify the symbol class offering the quickest visual recognition and a detailed mental representation in cognitive maps. The results show that the fixation duration had little variation when the three symbol classes were shown. The landmark symbol class achieving the highest average memory score was the text symbol.