Welcome to the Schloss Visual Reasoning Lab! We are part of the Department of Psychology and Wisconsin Institute for Discovery, Virtual Environments Group at the University of Wisconsin–Madison. Our lab aims to understand how people use visual reasoning for visual communication. We study how people form associations between visual features (e.g., color, shape) and concepts, and how they use those associations to interpret meanings of visual features in information visualizations (e.g., graphs, maps, diagrams, signs). Our lab also investigates how to increase engagement in science through immersive experiences in scientific visualizations using virtual reality. Our work can be translated to making visual communication more effective and efficient.