An investigation of the effectiveness of color and graphical information presentation under varying time constraints

Authors:
Izak Benbasat;Albert Dexter
Affiliations:
Harvard University, Boston, Massachusetts and University of British Columbia, Vancouver, British Columbia, Canada;University of British Columbia, Vancouver, British Columbia, Canada
Venue:
MIS Quarterly
Year:
1986

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Abstract

A laboratory experiment was conducted to assess the influence of color and information presentation differences on user perceptions and decision making under varying time constraints. Three different information presentations were evaluated: tabular, graphical, and combined tabular-graphical. Tabular reports led to better decision making and graphical reports led to faster decision making when time constraints were low. The combined report, which integrated the advantages associated with both tabular and graphical presentation, was the superior report format in terms of performance ad was rated very highly by decision makers. Color led to improvements in decision making; this was especially pronounced when high time constraints were present.