“Is More Better?”: Impact of Multiple Photos on Perception of Persona Profiles

joni Salminen, Lene Nielsen, Soon-Gyo Jung, Jisun An, Haewoon Kwak, Bernard J. Jansen

Research output: Conference Article in Proceeding or Book/Report chapterArticle in proceedingsResearchpeer-review


In this research, we investigate if and how more photos than a single headshot can heighten the level of information provided by persona profiles. We conduct eye-tracking experiments and qualitative interviews with variations in the photos: a single headshot, a headshot and images of the persona in different contexts, and a headshot with pictures of different people representing key persona attributes. The results show that more contextual photos significantly improve the information end users derive from a persona profile; however, showing images of different people creates confusion and lowers the informativeness. Moreover, we discover that choice of pictures results in various interpretations of the persona that are biased by the end users' experiences and preconceptions. The results imply that persona creators should consider the design power of photos when creating persona profiles.
Original languageDanish
Title of host publicationProceedings of the 2018 CHI Conference on Human Factors in Computing Systems : CHI '18
Number of pages10
PublisherAssociation for Computing Machinery
Publication date2018
ISBN (Electronic)978-1-4503-5620-6
Publication statusPublished - 2018
EventCHI '18 CHI - Conference on Human Factors in Computing Systems : Engage with CHI - Montreal, Montreal, Canada
Duration: 21 Apr 201826 Apr 2018


ConferenceCHI '18 CHI - Conference on Human Factors in Computing Systems
Internet address


  • personas
  • user perceptions
  • online data representations

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