The effect of billboard design specifications on driving: A driving simulator study

Evaluation of eye-catching effect in highway tunnel entrance area based on saccade behavior

OBJECTIVE

This study aimed to investigate the effects of visual attraction in the entrance areas of highway tunnels on drivers' saccade behavior and driving safety, with the objective of providing insights for tunnel entrance design and driver education.

METHODS

Fifty participants were recruited for the naturalistic driving experiment. Four different visually attractive driving scenarios (baseline, landscape-style architecture, tip slogan, and billboard) were selected. Eye-tracking technology was utilized to record and analyze the scanning behavior of participating drivers. Various metrics, including saccade duration, frequency, amplitude, velocity, and the peak-to-average ratio of saccade velocity (PARSV), were measured and compared across different scenarios.

RESULTS

The results revealed different patterns of visual scanning dynamics among the four experimental scenarios, reflecting the different levels of visual-cognitive demands and situation awareness of drivers. The visual attraction in the tunnel entrance area resulted in prolonged saccade duration, increased saccade amplitude, reduced saccade frequency, and slower, less stable saccade velocity. Among these, drivers exhibited the most intricate and unstable scanning behavior, accompanied by the lowest level of situational awareness, particularly under the influence of visual attraction of tip slogan.

CONCLUSIONS

The findings highlight the importance of considering visual attraction in tunnel entrance design. Minimizing unnecessary visual attraction can help reduce distractions and maintain driver attention, ultimately enhancing driving safety. Driver education programs should emphasize the significance of adapting to visual attraction at tunnel entrances to promote safer driving practices. Overall, this study contributes valuable insights into the effects of visual attraction on driver scanning behavior, facilitating the development of strategies to improve tunnel design and driver education.

The evaluation of eye-catching effect in freeway tunnel entrance zone based on fixation behavior characteristics

OBJECTIVE

The visual attraction of the freeway tunnel entrance zone will affect the driver's visual performance and visual workload, and then affect the driving safety. The purpose of this study is to explore the influence of different visual attraction conditions in the entrance zone of the freeway tunnel on driver's fixation behavior, and then evaluate the impact of eye-catching effect on driving safety.

METHODS

Thirty-five participants were recruited for the naturalistic driving experiment. Four different visually attractive driving scenarios (baseline, landscape-style architecture, tip slogan, and billboard) were selected. Participants' fixation behavior data were collected using an eye-tracking device. The effects of the visual attraction conditions in the freeway tunnel entrance zones were analyzed on driver fixation duration, number of fixations, fixation deviation, and pupil diameter.

RESULTS

The results demonstrated significant effects of different visual attractions in the entrance zone of the freeway tunnel on drivers' fixation behavior. Under the visual attraction of the billboard, drivers exhibited the most number of fixations. And under the visual attraction of tip slogan, drivers had the longest average fixation duration, the smallest horizontal fixation deviation, the largest vertical fixation deviation, and the highest pupil diameter and its coefficient of variation.

CONCLUSIONS

It can be concluded that different visual attractions in the freeway tunnel entrance zone have different effects on the eye-catching effect of drivers, by influencing the fixation behavior characteristics of drivers. Billboard is most effective in capturing drivers' visual attention, and tip slogan requires greater attention allocation and visual cognitive effort from drivers, resulting in the highest visual cognitive workload. This study highlights the complex relationship between visual attraction and its performance on driver fixation behavior. The insights from this study can provide valuable references for the design and optimization of the visual environment in the entrance zone of freeway tunnels.

Can behavioral interventions be too salient? Evidence from traffic safety messages

Although behavioral interventions are designed to seize attention, little consideration has been given to the costs of doing so. We estimated these costs in the context of a safety campaign that, to encourage safe driving, displays traffic fatality counts on highway dynamic message signs for 1 week each month. We found that crashes increase statewide during campaign weeks, which is inconsistent with any benefits. Furthermore, these effects do not persist beyond campaign weeks. Our results show that behavioral interventions, particularly negatively framed ones, can be too salient, crowding out more important considerations and causing interventions to backfire-with costly consequences.