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.