METHODS FOR THE EVALUATION OF TRAFFIC SIGNS

A series of experiments was carried out to measure comprehension, or intrinsic meaning, of traffic sign symbols under a variety of conditions. In addition, the preferences for symbolic representation of traffic sign messages were measured by determining population stereotypes, and subjective meaning of signs was measured using the semantic differential technique. Three questionnaire techniques were developed and compared for use in measuring intrinsic meaning, preference, and clarity of symbolic messages. Learning and memory for the meanings of unfamiliar symbols was examined in two experiments. Laboratory techniques included the measurement of glance legibility using a reltively simple tachistoscopic method, and the measurement of the speed with which subjects could extract information from signs, using a reaction time technique. Several of these methods, with which the same series of signs was examined, were compared for their relative ability to predict results obtained in the initial on-the-road study. Conclusions and recommendations are made on the basis of this series of experiments. /Author/

• Supplemental Notes:
  • Sponsored by Ministry of Transport, Canada
• Corporate Authors:

  University of Calgary, Canada

  Institute for Transportation Studies
  Calgary, Alberta  Canada  T2N 1N4
• Authors:
  • Dewar, R E
  • Elis, J G
• Publication Date: 1974-6

Media Info

• Features: Figures; Tables;
• Pagination: 132 p.

Subject/Index Terms

• TRT Terms: Consumer behavior; Consumer preferences; Evaluation; Learning; Legibility; Memory; Questionnaires; Reaction time; Symbols; Traffic signs
• Old TRIS Terms: Tachistoscopy
• Subject Areas: Highways; Operations and Traffic Management; Safety and Human Factors;

Filing Info

• Accession Number: 00148760
• Record Type: Publication
• Source Agency: National Safety Council
• Report/Paper Numbers: Final Rpt.
• Contract Numbers: 97096
• Files: TRIS
• Created Date: May 11 1977 12:00AM