Driver behavior in use of guide and logo signs under distraction and complex roadway conditions

White-on-blue logo signs on the sides of highways are typically used to notify drivers of food, gas, and lodging at an upcoming interchange. The current research assessed driver performance and attention allocation in a simulated freeway driving task when exposed to six-panel logo signs, nine-panel logo signs, mileage guide signs, and roadway work zones both with and without an in-car navigation device. The objective was to identify the impact of signage types on driver behavior under realistic driving conditions. Results revealed glance durations and fixation frequencies to guide signs to be significantly lower than with six-panel and nine-panel logo signs, but no differences were found between six-panel and nine-panel logo signs. There were also statistical differences among the independent variables for speed deviation and lane deviation, but magnitudes were not large enough to be considered practically significant in terms of driving safety. Overall, there were minor differences in sign processing time between logo signs and mileage guide signs, but such differences did not translate to degradations in vehicle control.