Perceptual Factors in Knowledge Map Visual Design.

Knowledge visualization is an effective instrument for knowledge creation, acquisition and transfer. Knowledge maps are the most common knowledge visualization techniques, specifically, mind maps. Managers frequently use these instruments in their work for business analytics purposes, but the preparation of such maps must follow several laws in order to make them effective. The goal of the current paper is to develop the methodology and some practical recommendations how to design knowledge maps that can be used for knowledge codification, transfer, sharing and dissemination in companies. The paper also evaluates proposed visualization laws for creating knowledge maps based on the principles of cognitive psychology. The knowledge maps visual design methodology is based on perceptual factors and include the law of pragnanz (the law of good shape) and the law of parsimony (the Ockham's razor principle). The results were obtained through the qualitative analysis of group mind maps of 48 top-managers of Russian companies. We may assert that for the knowledge map to be effective in knowledge codification, transfer, sharing and dissemination in companies it should follow laws of good shape, parsimony and tips related to knowledge maps design. The proposed framework of visualization laws is important for many reasons. It is targeted at the development of methodologies and related technologies that can scaffold the process of knowledge structuring and transfer for managers' business analytics tasks and decision-making. The paper contributes to managerial practice by describing the practical recommendations for effective visual knowledge structuring.