Road Signs Perception: Eye Tracking Case Study in Real Road Traffic

Road Signs Perception: Eye Tracking Case Study in Real Road Traffic

Paper in proceedings (conference paper)

This study investigates driver visual perception of road traffic signs under real road conditions. Using mobile eye tracking technology, we analyzed glance behavior toward various traffic signs and advertisements along urban and highway routes during daytime and nighttime conditions. Results showed significant differences in glance duration and frequency based on sign type, environmental conditions, and the presence of advertisements. Drivers primarily focused on speed limit and directional signs, while advertisements attracted longer glance durations despite their lower frequency of detection. Nighttime conditions generally led to increased glance durations and higher frequencies for most traffic sign types. These findings highlight the importance of optimizing road signage design and placement to improve driver attention and road safety, especially in environments with high visual clutter. Limitations include the exclusion of peripheral vision effects and potential biases introduced by experimental settings.

This study investigates driver visual perception of road traffic signs under real road conditions. Using mobile eye tracking technology, we analyzed glance behavior toward various traffic signs and advertisements along urban and highway routes during daytime and nighttime conditions. Results showed significant differences in glance duration and frequency based on sign type, environmental conditions, and the presence of advertisements. Drivers primarily focused on speed limit and directional signs, while advertisements attracted longer glance durations despite their lower frequency of detection. Nighttime conditions generally led to increased glance durations and higher frequencies for most traffic sign types. These findings highlight the importance of optimizing road signage design and placement to improve driver attention and road safety, especially in environments with high visual clutter. Limitations include the exclusion of peripheral vision effects and potential biases introduced by experimental settings.

Eye Tracking; Road Sign; Advertisements; Road Safety; Perception; Driving

Eye Tracking; Road Sign; Advertisements; Road Safety; Perception; Driving

BELÁK, M.; BUCSUHÁZY, K.; GAJDŮŠKOVÁ, V.; ZŮVALA, R.

03.04.2025

SciTePress

978-989-758-745-0

Proceedings of the 11th International Conference on Vehicle Technology and Intelligent Transport Systems

228

234

6

https://www.scitepress.org/Papers/2025/134810/134810.pdf