This paper deals with the issue of the perceptual aspects of selected graphic variables (specifically shape and size) and map background in cartographic visualization. The continued experimental study is based on previous findings and the presupposed cross-cultural universality of shape and size as a graphic variable. The results bring a new perspective on the usage of shape, size and presence/absence of background as graphic variables, as well as a comparison to previous studies. The results suggest that all examined variables influence the speed of processing. Respondents (Czech and Chinese, N = 69) identified target stimuli faster without a map background, with larger stimuli, and with triangular and circular shapes. Czech respondents were universally faster than Chinese respondents. The implications of our research were discussed, and further directions were outlined.

This article reports on an empirical study investigating cultural differences in the visuospatial perception and cognition of qualitative point symbols shown on reference maps. We developed two informationally equivalent symbol sets depicted on identical reference maps that were shown to Czech and Chinese map readers. The symbols varied in visual contrast with respect to the base map. Our empirical results suggest the existence of cultural influences on map reading, but not in the predicted direction based on the previous cross-cultural studies. Our findings stress the importance of considering the cultural background of map readers, especially when designing reference maps aimed for global online use.