A simulated study on the effects of information volume on traffic signs, viewing strategies and sign familiarity upon driver's visual search performance

A two-stage simulation experiment was conducted to investigate the effect of information volume on traffic regulatory/road direction signs, drivers’ viewing strategies and sign familiarity on performance in visual search. In Stage I experiment, the amount of information on a total of 187 traffic regulatory and 1272 road direction signs was calculated and divided into five information levels using cluster analysis. In Stage II experiment, 24 subjects participated in a 2 (familiarity)×5 (information volume level)×2 (viewing strategy) mixed factorial experiment. Each subject was required to perform a visual search task and a question-and-answer (Q&A) task. Visual search time and number of correct responses collected serve as the objective dependent variables. Subjective workload related to time stress and visual effort was gathered through a modified three-point rating. Results show that information volume on traffic signs had significant impact on drivers’ visual search performance. Generally, the greater the amount of information, the slower the drivers in visual search are. However, while drivers had the highest accuracy rate in remembering purely pictorial traffic signs, these signs within the smallest information volume level required a relatively longer search time. Different viewing strategies also led to different performances. The back-and-forth strategy yielded better search performance than the fixed strategy. Subjective workload evaluation indicates that drivers with less sign familiarity will be under greater time/visual pressures. Guidelines for designing for traffic signs or in-vehicle signing systems are provided. This study calculated the amount of information on traffic signs and compared the effects of different information volume on drivers’ visual search performance. The results can provide guidelines for traffic sign designers to help decide on the presentation format for in-vehicle signing information systems.