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Using the method of pairwise comparisons for the

multifactor selection of infographics design
alternatives

Oleksandr Tymchenko Svitlana Vasiuta Orest Khamula

Department of Safety Engineering Department of Computer science and Department of Computer science and
University of Warmia and Mazury Information technology Information technology
Olsztyn, Poland Ukrainian Academy of Printing Ukrainian Academy of Printing
o_tymch@ukr.net Lviv, Ukraine Lviv, Ukraine
lanapavliv@gmail.com khamula@gmail.com

Olha Sosnovska Marek Dudzik

Department of Entrepreneurship and Marketing Faculty of Electrical and Computer Engineering
Ukrainian Academy of Printing Cracow University of Technology
Lviv, Ukraine Cracow, Poland
lanapavliv@gmail.com marekdudzik@pk.edu.pl

Abstract — On the basis of theoretical research, we Keywords—infographics; composition; visualization; graph;

worked out a number of literary sources, which indicate the
importance of infographics and the correctness of the
information submission. To systematize the received
information and solve the problem of recommendations for the
creation of qualitative, understandable infographic design, it
was proposed to use the theory of graphs and the method of
pairwise comparisons. Using this technique, we carried out the
study of the factors influencing the compositional design of
infographics and established the importance of the
technological process for the design of high-quality
infographics. We developed the hierarchical model of the
factors priorities of infographic composite design. In
particular, we carried out the evaluation and optimization of
the developed model, by using the pair comparison method
and the relative importance scale at Saaty. The method of the
hierarchy analysis provided an opportunity to evaluate
elements of higher levels, based on the interconnection of
different levels of the hierarchy, and not with the direct
dependence of the elements on these levels.
Three different design projects of infographics were
explored. From the results obtained, the most effective in
terms of perception and memorizing the information was a
project that focused on textual design using graphic elements
to enhance visual perception of information.
These studies have found that the use of pairwise
comparisons makes it possible to compare factors that cannot
be qualified and quantified. The received calculations allow us
to confirm the reliability of obtaining a high or low
consistency of the results of expert surveys.
matrix of pairwise comparisons; model; factors; method of system
analysis
I. INTRODUCTION
Infographic design is a modern kind of content that
combines elements of textual, graphical, analytical, and
illustrative information. The development of computer
technology enabled the creation of interactive, dynamic, and
three-dimensional objects in infographics by expanding the
presentation of these elements and the range of combination in
the final product [1].
The main purpose of infographics is to convey to the
audience a compact message that covers the content in its
entirety and includes visual explanations and clarifications.
Infographics can be called a design visualization, which
successfully combines artistic, stylistic, and aesthetic means.
Any development consists of textual and graphical
information [2]. Therefore, the choice and combination of its
key elements are quite complicated for the developer. Before
creating an infographic design, you need to define its purpose
[3]. A detailed presentation of the visualization should help to
comprehend complex information. That is why the research
should focus on identifying the factors influencing the
composition of the infographics.
One of the new and most effective methods of researching
and forecasting any stage, including design development, is
mathematical models, which include all quantitative and
qualitative factors, as well as differences in judgments for
greater realism of the presentation of the problem. That is why

978-1-5386-9257-8/19/$31.00 ©2019 European Union

the development stage of meaningful mathematical models of
designing the infographics is relevant and challenging.
II. LITERATURE REVIEW
A. Analysis of literary data and problem statement
In the processed literary sources, information is provided
on the effectiveness of the infographics use in everyday life
and work. Namely, in studies [4] conducted by a number of
authors through questionnaires with static and interactive
infographics: a number of people were interviewed about the
quality of perception of information. As a result of the
observations, a methodology for assessing the quality of static
and interactive graphics was developed.
Studies on the feasibility of using infographics as
compared to a simple text message [5] were conducted with
students of Medical University, doctors, and patients. All three
groups of respondents preferred the use of infographics and
highlighted its high informativeness. Studies [6] among
respondents of different age groups, regarding the quality of
information in questionnaires, which supported the
understanding of health information, confirmed the
expectation, that precisely developed infographics can be a
useful tool for understanding, and thus helps patients to use
their own health information.
The study of the effectiveness of infographics used at
informing patients about the risks of developing
cardiovascular disease [7] also gave a positive result compared
to a simple guide. In studies [8] conducted in the perception of
information in the media is also preferred to use infographics
that allow more clearly to answer the question than the
perception of a series of words. Summing up these results
when using questionnaires among respondents, we can note
that infographics are abstract information in certain schema
forms, which also include their own attributes and variables.
The main purpose of data visualization is the ability to
transmit information more clearly and efficiently by graphic
methods. It is shown that interactive graphics, although more
complicated in the creation and presentation of certain
information, is better perceived. The mentioned works
emphasize the advantage of infographics in memorizing and
studying certain information by different groups that
participated in the study. But the unresolved issues related to
the compositional combination of different types of
information remained. The reason for this may be the
objective difficulties associated with the unprofessional nature
of people who compose infographics, which in turn makes the
relevant research more expensive and gives not quite reliable
information. An option to overcome the difficulties can be the
involvement of specialists in design education. This approach
is used in the following works. So in studies [9], it is noted
that people learn and memorize more effectively through the
use of text and visual effects than through the use of plain text.
Infographic design is a way of presenting complex and
dense informational content in a way that better supports
cognitive processing, learning, and future memorization better
especially in design education. In paper [10] is given a
recommendation on the use of animated infographics in the
educational process, especially in the study of complex
scientific disciplines. It is noted that this facilitates the study
of science and, as a consequence, influences the interest of
young scientists in further independent research. The
following work [11] is devoted to infographic designers,
which, as noted, not only illustrate the information provided
but should actively interpret this content in order to present it
in such a way that it really transmits visual information to the
viewer. Studies [12] conducted on the basis of an analysis of
four types of infographics gave the author the opportunity to
study the characteristics of the content of the visualization of
information. This study examines the general theoretical
recommendations for an infographic design. This suggests that
the recommendations will serve as the basis for developing an
effective infographic design. The analysis of the state and
development of modern information technology using cloud
technologies and business intelligence in studies [13] shows
that from the point of view of various interactions and
infographics, the needs of users continue to grow and the need
for additional features that do not provide current versions of
browsers, are increasingly emphasized than before. The author
suggests, as a solution to the problem, to use MVC design
(Model–View–Controller) based on N-Tier for constructing
infographic models.
From the analysis of literary sources, the information that
would relate to the interaction between different types of
information in the infographics and how one type of
information affects another is given rather vague and not fully.
All this suggests that proper attention is not given for
identifying the factors that influence the representation of
infographics and the interaction of its main elements. And the
above studies require a lot of material and time. In our
opinion, an effective tool in solving this problem, namely,
optimization of the design process of infographics design can
be used by using the method of pair comparisons and the scale
of the relative importance of Saaty.
We have carried out preliminary calculations and research
considering that decision of the correct and optimal design
solution has a significant functional impact on the
technological process of any design development.
Among the received results [14], we obtained a
hierarchical model of factors of the infographics
compositional design, which became the result of using the
Saaty method. However, there are still unresolved issues
regarding the establishment of the numerical weight of factors
at each level of the hierarchy. Therefore, the next study, which
we conducted, provided model optimization of the factors of
infographics composite design [15].
The final stage of our research is the establishment of the
consistency of expert judgments and the calculation of a
multifactorial choice of alternatives for infographic design.
B. Purpose and tasks of the research
The purpose of this work is the development of a method
for selecting alternatives for infographic design options to
improve the presentation of complex information by
identifying the priority factors that influence the composition
of infographics.
 To achieve this goal we had to solve the following tasks:
• to construct a graph of interrelations of the
isolated set of factors that influence the
composition of the infographics;
• to optimize the model of the priority influence of
factors using the method of pairwise comparisons
and the scale of the relative importance of the
objects of Saaty, to calculate the index of
consistency of expert judgments.
III. METHODS OF DETERMINING THE PRIORITIES IN THE
HIERARCHY
The analytic hierarchy process is a tool based on
assumptions. All components of such a system can: group, be
influenced by each other or affect the elements of another
group.
Today the analysis of the hierarchy is one of the most well-
founded methods for solving multicriteria problems. This
method is more based on feelings and elusive factors than
methodologies that are oriented on linear logic.
An important thing in the hierarchical approach to solving
various problems is that the functional solution of the problem
may be different for different individuals. However, every
person who designs the hierarchy must be sure that all of its
levels are naturally related to one another [16]. If necessary,
each level can always be divided into two, three or more.
Also, the use of this technique in solving complex problems
allows to include in the hierarchy all the knowledge and
imagination available to the researcher in the given problem
[17].
In practice, there is no established procedure for generating
goals, criteria, and types of activities for submission to the
hierarchy. It depends on the purpose we choose to decompose
a complex system. The method of analysis of hierarchies
makes it possible to create a balance between mathematics and
imagination in solving a complex problem.
The method of determining the alternatives in the
hierarchy consists of decomposing the problem into more
simple parts and gradually establishing the priorities of the
evaluated components using pairwise comparisons [18].
At the first stage, the most important elements of the
problem are identified. At the second stage is decided the best
way to test observations. At the third stage, the choice of how
to apply solutions and assess their quality is carried out [19].
The simplest example of a hierarchical priority
composition (Figure 1) defines three levels [20]: the upper
level of the goal (or goals), the definition of the set of the most
important factors, the bottom – the list of alternatives.
For the structure shown in Fig. 1, the matrices are
constructed as follows: one matrix for comparing the relative
importance of factors in relation to the purpose, and matrices
for assessing the relative importance of alternatives for each of
the factors of the second level [21]. The number of matrices
between the level of factors and alternatives is equal to the
number of factors. The total number of matrices is equal to the
number of factors plus one to evaluate the factors in relation to
the goal [22].
Fig.1. The simplest example of a hierarchical composition of priorities
The main steps in determining the alternatives in the Saaty
method are described in detail [15].
A. Solving the problem of multifactorial choice of alternatives
for the design of infographics
From the results of previous studies [14] were identified
the most important factors compositing the design of
infographics: font design (FD), graphic elements (GE), charts
and graphs (CG), text blocks (TB), and symmetry (S).
The most important in the design of infographics is the
functionality and reliability. This means that all structural
elements must be constructed in accordance with the digital
information. In case of incorrect data visualization: geometric
shapes, diagrams, charts, logos, icons, false information will
be obtained. The most difficult task of the designer is to
logically place the entire content in a convenient for
perception form.
For example, let's consider three different designs of
infographic design:
Project A, a compositional design of infographics is
focused on the application of diagrams and graphs, as well as
on the symmetry of the ratio of all composite elements. The
designer must determine which type of chart or graphic
visualizes numeric data better. The text content of such
projects is minimized. The color and fonts will enhance
infographics content.
Project B – focused on textual design with the use of
graphic elements to enhance the visual perception of
information. The main function of such projects is the
convenience of reading fonts, styling is allowed only in the
headings. The icons act as visual images.
Project C – oriented only on the graphic design of
infographics. An illustration or image in such a project serves
as a visual clue that makes it possible to understand the
content.
After completing the decomposition of the problem and
defining the purpose, we will construct a hierarchy of
multifactorial choice of alternatives (Fig. 2).
 TABLE III. MATRIX OF PAIRWISE COMPARISONS OF THE PROJECT
SELECTION FACTORS OF INFOGRAPHIC DESIGN BY “FONT DESIGN” FACTOR

Vector of
Font design А В С priorities,
(Vі)
А 1 1/7 1/3 0,08
В 7 1 5 0,73
С 3 1/5 1 0,18

TABLE IV. CONSISTENCY RATIO BY “FONT DESIGN” FACTOR

λmax 3,06
Consistency Index, (Jp) 0,03
The reference value of the 0,58
index of consistency for
different matrices, (Je)
Fig.2. Hierarchy of multifactorial choice of alternatives for the infographic Consistency Ratio, (J p/ Je) 0,0517214
design

Suppose that a number of projects of the composite design TABLE V. MATRIX OF PAIRWISE COMPARISONS OF THE PROJECT
SELECTION FACTORS OF INFOGRAPHIC DESIGN BY “GRAPHIC ELEMENTS”
of infographics are known – P = {P1, P2, ..., Pk}. On the basis FACTOR
of a hierarchical model, the importance of factors is
experimentally established. The conditional numerical values, Vector of
Graphic
А В С priorities,
which reflect the weight of the factor in the general scheme, elements
(Vі)
are assigned to the factors: Н = {h1, h2, …, hn}, where FD (h1) А 1 1/5 1/3 0,104
– 90; GE (h2) – 70; TB (h4) – 70; CG (h3) – 50; S (h5) – 50 В 5 1 3 0,636
[14, 15]. To calculate the numerical weight of the factors, we С 3 1/3 1 0,258
construct a matrix of pairwise comparisons B=(bij) (Table 1).
TABLE VI. CONSISTENCY RATIO BY “GRAPHIC ELEMENTS” FACTOR
The matrix of pairwise comparisons provides the ability to
λmax 3,03
perform a pairwise comparison of elements at a certain level
Consistency Index, (Jp) 0,015
of the hierarchical structure in terms of their importance The reference value of the index 0,58
regarding the factor that is at the higher level of the hierarchy. of consistency for different
matrices, (Je)
Consistency Ratio, (J p/ Jе) 0,025862
TABLE I. MATRIX OF PAIRWISE COMPARISONS OF THE PROJECT
SELECTION FACTORS OF INFOGRAPHIC DESIGN
TABLE VII. MATRIX OF PAIRWISE COMPARISONS OF THE PROJECT
1 2 3 4 5 Vector of SELECTION FACTORS OF INFOGRAPHIC DESIGN BY “TEXT BLOCKS” FACTOR
priorities,
FD GE CG TB S Vector of
(Vі) Text
1 FD 1 3 5 3 5 0,46 А В С priorities,
blocks
2 GE 1/3 1 3 2 3 0,223 (Vі)
А 1 3 7 0,649
3 CG 1/5 1/3 1 1/3 2 0,083
В 1/3 1 5 0,278
4 TB 1/3 1/2 3 1 3 0,169
5 S 1/5 1/3 1/2 1/3 1 0,063 С 1/7 1/5 1 0,071
TABLE VIII. CONSISTENCY RATIO BY “TEXT BLOCKS” FACTOR
TABLE II. CONSISTENCY RATIO OF PAIRWISE COMPARISONS MATRIX
FACTORS FOR THE PROJECT SELECTION OPTIONS OF INFOGRAPHIC DESIGN λmax 3,06
Consistency Index,(Jp) 0,03
λmax 5,17 The reference value of the index 0,58
Consistency Index, (Jp) 0,0425 of consistency for different
The reference value of the index of 1,12 matrices, (Jе)
consistency for different matrices, Consistency Ratio, (J p/ Jе) 0,0517241
(Je)
Consistency Ratio, (J p/ Je) 0,0379464
TABLE IX. MATRIX OF PAIRWISE COMPARISONS OF THE PROJECT
The next step is to compare the project infographic designs SELECTION FACTORS OF INFOGRAPHIC DESIGN BY “CHARTS AND GRAPHS”
FACTOR
А, В, С by factors Н = {h1, h2, …, hn}. Tables 3-12 show the
matrices of pairwise comparisons and the ratio of the Charts and
Vector of
consistency of expert judgments on five factors. А В С priorities,
graphs
(Vі)
А 1 1 5 0,435
В 1 1 7 0,486
С 1/5 1/7 1 0,077
 TABLE X. CONSISTENCY RATIO BY “CHARTS AND GRAPHS” FACTOR С=0,18·0,46+0,258·0,223+0,077·0,083+0,071·0,169+0,40
λmax 3,01 5·0,063;
Consistency Index, (Jp) 0,005
The reference value of the 0,58
А=0,236, B=0,578, С=0,184.
index of consistency for Thus, the B project, which was focused on the font and
different matrices, (Jе)
graphic design of infographics, received the greatest
Consistency Ratio, (J p/ Jе) 0,0086206
advantage.
TABLE XI. MATRIX OF PAIRWISE COMPARISONS OF THE PROJECT At the final stage, an assessment of the consistency of
SELECTION FACTORS OF INFOGRAPHIC DESIGN BY “SYMMETRY” FACTOR
expert judgments of the entire hierarchy of the multifactor
Vector of choice of composite design of the infographics should be
Symmetry А В С priorities, performed, which we calculate according to the consistency
(Vі) indexes of all levels of the hierarchy.
А 1 5 1 0,48
В 1/5 1 1/3 0,113 Let`s calculate the index of consistency throughout the
С 1 3 1 0,405 hierarchy (Jpі), as the sum of the indexes of the consistency of
the first and second levels. Index of consistency for the first
TABLE XII. CONSISTENCY RATIO BY “SYMMETRY” FACTOR level is 0,0425 (Table 2). The consistency index calculation
λmax 3,03 for the second level is the product of the vector-line of the
Consistency Index, (Jp) 0,015 second level indexes of consistency on the vector-column of
The reference value of the index of 0,58 the first-level priorities (Tables 4, 6, 8, 10, 12). We receive:
consistency for different matrices,
(Jе) ⎡ 0, 46 ( FD ) ⎤
Consistency Ratio, (J p/ Jе) 0,025862 ⎢ ⎥
⎢ 0, 223 ( GE ) ⎥
The actual value of the priority vector λmax in relation to [ 0, 03 0, 015 0, 03 0, 005 0, 015] × ⎢ 0, 083 ( CG ) ⎥ = 0, 022
⎢ ⎥
each of the matrices, the index of consistency Jp, and the ⎢ 0,169 ( TB ) ⎥
consistency ratio Jp/ Jе are within the limits of the norm in ⎢ 0, 063 ( S ) ⎥
accordance to Saaty technique. ⎣ ⎦
Thus, the general consistency index of expert judgments of
B. Calculation of the relative importance of the weight of the entire hierarchy for the multifactorial choice of infographic
alternatives design is:
The next step is to calculate the relative importance of the Jpі=0,0425+0,022=0,0645.
weight of alternatives for each factor. To obtain a general
assessment of the alternative option of an infographic design In a similar way, we determine the total reference value of
project, it is necessary to multiply the weight matrix of the index of consistency for different matrices (Jеі). The
alternatives to the transverse vector of weight factors: calculation of the reference index for the second level
⎡ 0, 46 ( FD ) ⎤ consistency consists in the production of the reference index
⎢ ⎥ of consistency of the second level on the vector-column
⎡ 0, 08 ( aFD ) 0,104 ( aGE ) 0, 435 ( aCG ) 0, 649 ( aTB ) 0, 48 ( aS ) ⎤ ⎢0, 223 ( GE ) ⎥ A
⎢ ⎥ ⎢ Tables 4, 6, 8, 10, 12). We receive:
⎢ 0, 73 ( bFD ) 0, 636 ( bGE ) 0, 486 ( bCG ) 0, 278 ( bTB ) 0,113 ( bS ) ⎥ × ⎢0, 083 ( CD ) ⎥ = B
⎥
⎢⎣ 0,18 ( cFD ) 0, 258 ( cGE ) 0, 977 ( cCG ) 0, 071 ( cTB ) 0, 405 ( cS ) ⎥⎦ ⎢ 0,169 ( TB ) ⎥ C.
⎢ 0, 063 ( S ) ⎥ ⎡ 0, 46 ( FD ) ⎤
⎣ ⎦ ⎢ ⎥
Сalculation of alternatives: ⎢ 0, 223 ( GE ) ⎥
А=aFDFD+аGEGE+аCGCG+аTBTB+аSS; [ 0,58] × ⎢ 0, 083 ( CG ) ⎥ = 0, 58
⎢ ⎥
B=bFDFD+bGEGE+bCGCG+bTBTB+bSS; ⎢ 0,169 ( TB ) ⎥
⎢ 0, 063 ( S ) ⎥
C=cFDFD+cGEGE+cCGCG+cTBTB+cSS,
⎣ ⎦

where A, B, C – alternative options of infographics projects,

FD, GE, CG, TB, S – weight factors of compositional Thus obtained Jеі=0,58.
infographic design, aFD, bFD, cFD – weight of alternatives by The consistency ratio for the whole hierarchy of the
font design factor, aGE, bGE, cGE – weight of alternatives by multifactor choice of composite infographic design is:
graphic elements factor, aCG, bCG, cCG – weight of alternatives J pi 0, 0645
by charts and graphs factor, aTB, bTB, cTB – weight of = = 0111
alternatives by text blocks factor, aS, bS, cS – weight of J ei 0,58
alternatives by the symmetry factor.
This consistency ratio is very important in order to obtain
A=0,08·0,46+0,104·0,223+0,435·0,083+0,649·0,169+0,48 reliable values of expert judgments. Its value should vary
·0,063; within 10-20 %, in our case it is 11,1 % (critical value – 20%).
B=0,73·0,46+0,636·0,223+0,486·0,083+0,278·0,169+0,11 Therefore, this indicator was monitored at each stage to get the
3·0,063; best solution.
 CONCLUSION
The need to consider decision-making problems in [7]
scientific research is fully justified. The determinant is one,
optimal solution option. It is shown that the analysis of
hierarchy method allows to decompose a complex problem
into more simple structural parts and gradually establishes the
priorities of the evaluated components using pairwise
[8]
comparisons to obtain the optimal solution. Hierarchies
provide more detailed information on the structure and
function of the system and provide a detailed consideration of
elements of higher levels. The method made possible to make [9]
a decision to solve the complex problem of the option design
of the infographics. At the first stage, the problem of decision-
making was formalized, which consisted in choosing the most
[10]
optimal solution from a certain set of possible options. At the
second stage – a method for evaluating expert observations
and a numerical weight for qualitative composition indicators [11]
were selected. At the third stage – an assessment of the quality
of expert judgments, that is, the consistency was established.
[12]
With the help of the obtained calculations of the
functionality and reliability of the infographic design, three
projects of composite infographic design were considered.
With a maximum value of 0,578, was a project focused on
textual design using graphic elements to enhance the visual
[13]
perception of information.
The index of consistency of expert judgments for the
whole hierarchy of the multifactor choice of composite
[14]
infographic design was calculated, in our case, it was equal to
0,0645. This index, its value, is important in obtaining the
probable values of expert judgments. [15]
ACKNOWLEDGMENT
The authors are appreciative to colleagues for their support [16]
and appropriate suggestions, which allowed to improve the
materials of the article. [17]
[18]
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