Driver Behavior and Performance Effects of On-Roadway Signage Design: An Analysis of Two Simulator Studies

摘要

Specific service logo signs (alongside freeways) notify drivers of food, gas, and lodging businesses at an upcoming interchange. Current regulations restrict the number of logos appearing on the signs to six without justification. This restriction limits the amount of revenue that can be generated by state transportation departments as the demand for existing sign space can exceed six businesses. The present work compares the results of two driving simulation studies analyzing driver attention allocation and performance, as impacted by nine panels on specific service signs versus the standard six panel signs. Based on the two studies, nine panel specific service signs were shown to require slightly greater attentional resources (higher fixation frequency and longer glance time); however, these observations on visual behavior were not statistically significant and did not translate to degraded driving performance (no increase in lane deviation or deviation from speed limits). In general, the results of the two studies indicate that specific service logo signs can be expanded to accommodate additional panels without contributing to any decrease in driver safety as compared to current specific service and destination guide sign design.