Effect of Driver Age and Distance Guide Sign Format on Driver Attention Allocation and Performance

Although several studies have assessed the effect of business logo sign format on driver visual attention and performance, some concern has been expressed that findings may not be generalizable to other signage configurations. We conducted a driving simulation study to assess the effect of distance guide sign format on visual attention allocation, target detection accuracy, and driving performance considering driver demographics. Results revealed distance guide sign format, including random or distance-ordered presentation of destinations, to have no impact on driver visual attention, target identification, and vehicle control. However, elderly drivers had difficulty in identifying targets when destinations were presented in random order. In addition, elderly drivers exhibited conservative responses (i.e., reduced off-road visual attention and greater speed reductions) as compared to other age groups when exposed to distance guide signs. Findings support design guidance for on-road signage to account for driver demographics.