Determining Perceived Traffic Sign Dimensions with Multidimensional Scaling

Abstract

The evaluation of current and potential traffic signs is necessary in order to ensure that the signs are effective. Laboratory studies are an important first step in evaluating current and potential traffic signs in order to minimize the risk and expense associated with field research. This paper describes the application of multidimensional scaling to traffic signs, a method that appears to be well suited for determining perceived traffic sign dimensions. In two studies subjects judged the similarity of all possible pairs of 16 traffic signs. Three interpretable dimensions were found. These dimensions, in order of extraction, were color/content, message form (pictorial vs. verbal), and shape. The validity of this research technique and the limitations of these research results are discussed.

Get full access to this article

View all access options for this article.

References

Avant

L. L.

Brewer

K. A.

Thieman

A. A.

Woodman

W. F.

(1985). Recognition errors among highway signs. Transportation Research Record, 1027, 45–49.

Brewer

K. A.

Thieman

A. A.

Woodman

W. F.

Avant

L. L.

(1985). Highway sign meaning as an indicator of perceptual response. Transportation Research Record, 1027, 45–49.

Dewar

R. E.

Ells

J. G.

(1974). Comparison of three methods for evaluating traffic signs. Transportation Research Record, 503, 38–47.

Dewar

R. E.

Ells

J.G.

(1977). The semantic differential as an index of traffic sign perception and comprehension. Human Factors, 19, 183–189.

Dewar

R. E.

Ells

J. G.

Mundy

(1976). Reaction time as an index of traffic sign perception. Human Factors, 18, 381–392.

Ells

J. G.

Dewar

R. E.

(1979). Rapid comprehension of verbal and symbolic traffic sign messages. Human Factors, 21, 161–168.

Johansson

Backlund

(1970). Drivers and road signs. Ergonomics, 13, 749–759.

Johansson

Rumar

(1966). Drivers and road signs: A preliminary investigation of the capacity of drivers to get information from road signs. Ergonomics, 9, 57–62.

Mackett-Stout

Dewar

(1981). Evaluation of symbolic public information signs. Human Factors, 23, 139–151.

10.

Shinar

Drory

(1983). Sign registration in daytime and nighttime driving. Human Factors, 25, 117–122.

11.

Summala

Hietmaki

(1984). Drivers' immediate response to traffic signs. Ergonomics, 27, 205–216.

12.

SAS Supplemental Library User's Guide. (1980). SAS Institute, Inc. Cary, North Carolina.

13.

Testin

F. J.

Dewar

R. E.

(1981). Divided attention in a reaction time index of traffic sign perception. Ergonomics, 24, 111–124.

14.

Texas Drivers Handbook (1987). Texas Department of Public Safety. Austin, Texas.