Although the efficiency of label placement algorithms has been studied extensively, few studies considered the influence of the label designs on the efficiency of map readers. Labels are one of the most important elements on the map as they can provide more information than other symbols can. The design of the labels does have to stress the theme, shape and functionality of the associated objects, which results in a more efficient interpretation of the map content by the user. How the label designs can enhance the map readers' efficiency (and thus the quality of the maps themselves) is the main objective of this study. A user study was conducted in which the participants were asked to locate a target label on a map. Different label designs were implemented across the trials. The participants' reactions times were registered to measure their efficiency and statistically analysed using a one-way ANOVA. Two different users' characteristics were considered: gender and expertise. Related to the size, shape, orientation and texture of the labels, a number of significant differences (P<0·05) and trends were located. Differences in efficiency between males and females, on the one hand, and between novices and experts, on the other hand, were also described statistically. Consequently, recommendations can be formulated regarding the design of labels in order to obtain more efficient maps, keeping in mind the map users' characteristics. [ABSTRACT FROM AUTHOR]