This study sought to answer questions about the extent to which on-premise signs (OPS) along US roadways attract the attention of passing motorists, based on a sample of OPS and roadway contexts captured in photo images from along the 3,073 mile length of highway US 50. 3M's Visual Analysis Software (VAS) was used to predict the probability that the selected OPS would be viewed by passing motorists. Results show that for all signs (n=467), the average probability of being viewed was about 57%, with that rising to about 66% for a "primary signs" group (n=100). These results are consistent with early research of motorist detection of on-premise signs in real-world contexts. The findings suggest that a substantial proportion (approximately one-third) of the on-premise signs along roadways in the US are not being viewed by motorists as business intended, and both the businesses and their communities are foregoing the benefits that more effective signage would provide. This study also sought to determine whether the OPS of national and regional businesses are better able to attract the attention of passing motorists compared to the OPS of locally-based businesses. The results show the average probability of being viewed for the national and regional business OPS is significantly higher than for the local businesses, though both business types showed substantial variation in the probability of viewing. These results suggest an opportunity for the OPS of local businesses to be improved. Both findings here raise important implication for understanding how both local sign regulations and industry design and location standards factor into causing and resolving the problem. Finally, VAS was found to provide quick and inexpensive objective analysis of OPS in real-world contexts. Future research is needed to develop advanced protocols for the use of VAS in analyzing OPS in complex environmental contexts.
This paper describes an innovative integration of eye tracking (ET) with virtual reality (VR) and details the application of these combined technologies for the adaptive reuse redesign of the Wudaokou rail station in Beijing. The objective of the research is to develop a hybrid approach, combining ET and VR technologies, as part of an experimental study of how to improve wayfinding and pedestrian movement in crowded environments such as those found in urban subway stations during peak hours. Using ET analysis, design features such as edges, and color contrast are used to evaluate several proposed rail station redesigns. Through VR and screen-based ET, visual attention and related spatial responses are tracked and analyzed for the selected redesign elements. This paper assesses the potential benefits of using ET and VR to assist identification of station design elements that will improve wayfinding and pedestrian movement, and describes how the combination of VR and ET can influence the design process. The research concludes that the combination of VR and ET offers unique advantages for modeling how the design of rail transit hub interiors can influence the visual attention and movement behavior of those using the redesigned station. This is especially true for crowded conditions in complex interior spaces. The use of integrated ET and VR technology is shown to inform innovative design approaches for facilitating improved wayfinding and pedestrian movement within redesigned rail stations.
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