Agenda - Council - 07/22/2008 - Laserfiche WebLink

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While the Zeiganaik effect may be present in a wide variety of driving situations; possible scenarios that could affect drivers include:- • A scrolling. message requires the viewer to concentrate as the message is revealed. Based on the size and resolution of the sign, and the length. of the message; this could range from less than one second to many seconds. • A sequence of images or messages that tell a story, during v,~hich the driver's attention may be captured for the entire duration, that. the sign is visible. histead of merely glancing at the sign and then returning concentration to the driving task; more attention may be given to the message. • Anticipation of a ne«~ image appearing, even if the expected new image is not related to the first image.. In this case, the driver may. be distracted while waiting for the change. Federal Highway Administration Safety and Environmenfal .Design Considerations in the Use of Gommerciaf Elecfronic Variable-Message Signage (Wachte{ ~ Netherton, 1980} " This research provides information on the use of on-premise Commercial Electronic Variable-Message Signs (CEVMS) that display public service information (i.e,. time and temperature) and advertising messages along the Interstate high~~,~ay system. The research found the following major considerations: • Highway Safety Considerations The link betv.~een changing messages that attract drivers' attention azad crashes has, been an issue of concern since the .earliest forms of electronic signage became available. This study thoroughly reviewed the literature seeking uifornation regarding a potential link betv,~een CEVMS and crashes: "Althougl~ a ti•ei~.d in recent findings has begiin to point to a deinonsti•able i•elationsl7.ip bet~~een CEV1l1S aiad acci'deizts. the ati~a.ilable evidence renaai.»s statistically' insufficient to sciei~.tifi.cally support this relationship. " The -study also noted that studies have not documented information about "such occurrences as `near misses' or traffic impedances that are «~idely recognized as relevant to safety; and which may or may not be attributable to the presence of roadside advertising." • Human Factors Considerations Human factors relate to all the elements that explain driver behavior, such as eye glances and driver responses to a variety of driving-related stimuli. The study makes the pouit that simple driving-related tasks consume relatively little uifornation processing capacity. However~~; v,Then other conditions, such as congestion, complicated road«~ay geometries,'or weather are also considered, the marginal extra ,~1~1 -21 g-