Investigating How Music Affects Persuasion, Engagement, and Emotion in Data Videos

Abstract: Data videos have become a prominent vessel for communicating data to broad audiences, and a common object of study in information visualization. Many of these videos include music, yet the impact of music on how people experience data videos remains largely unexplored. We conducted a preregistered study into the effect of music across three dimensions: persuasion, engagement, and emotion. We showed online participants an existing data video (1) without any music, (2) with its generic default music, and (3) with custom music designed by a professional composer. We found that the default music helped make the data video more persuasive. However, the effects of custom music were more mixed, and we did not find that music increased engagement. In addition, and contrary to our expectations, our participants reported more intense emotions without music. Our study contributes new insights into the intersection of music and data visualization and is a first step toward guiding designers in creating impactful data-driven narratives.