ELECTRONIC TRAFFIC SIGNS: THE INTERPLAY BETWEEN HYBRID AND FULL MATRIX E-SIGNS

Road signs constitute a complex and growing communication system where different elements (pictograms, shapes, texts, etc.) are combined following different strategies. In this paper we have confronted drivers with a number of messages (congestion or road works, before, between, after location/s) developed as an adaptation of Advance Location Signs (class G, 1c in the 1968 Convention) to electronic displays. We manipulate two main factors a) the reading strategy (top-down vs. bottom-up) and the type of matrix display (hybrid, dissociating pictogram and text, vs. full matrix), in a repeated measures experimental design. The time taken to answer and the response given (correct, incorrect) was measured for each of the 24 message-blocks. Results show that the organization of the elements displayed is a key determinant for driver comprehension. Further thoughts on the need to understand the interplay between the formats adopted by static vs electronic message signs are provided. DOI: http://dx.doi.org/10.4995/CIT2016.2016.3327