This investigation of cognitive effort begins with a review of cognitive principles relating to memory and graphic encoding of information. The cognitive framework described allows explanation of improved memory due to reparsing of graphic representations. It also provides the basis for optimizing graphical material design to insure best retention of encoded material. An experiment is described using a 4 (graph type) by 3 (question) within-subjects design, each subject (N=10) participating under all conditions. Thirty-six graphs were displayed completely at random. Subjects were informed that the purpose was to test perception of certain display properties and told to respond as quickly as possible without making errors. A graph was shown and subjects executed the response. The experimenter recorded latency and noted errors. Tests were then administered, one to recall a missing property, the other simple recognition of graphs rated on a confidence scale. The results support the hypothesis that incongruency between information to be communicated and its graphic representation leads to reparsing and better memory. A list of eight references, three figures, and five tables are attached. (JM)