Feeling numbers

Abstract For means of communication, persuasion is a natural and critical part conveying message. Data visualizations, being communication themselves, are used as rhetorical instruments, but how they persuade has yet to be fully understood. Based on George Campbell’s theory, this paper presents the results an empirical study testing effectiveness appeals emotion through proximity techniques – contextual framing visualization. The findings indicate that people feel greater interest towards topic when visualized data more relevant them, representing events closer in time affecting.