Driver performance and attention allocation in use of logo signs on freeway exit ramps

The objective of this research was to quantify the effects of driver age, ramp signage configuration, including number of panels, logo format and sign familiarity, on driver performance and attention allocation when exiting freeways. Sixty drivers participated in a simulator study and analysis of variance models were used to assess response effects of the controlled manipulations. Results revealed elderly drivers to demonstrate worse performance and conservative control strategies as compared to middle-aged and young drivers. Elderly drivers also exhibited lower off-road fixation frequency and shorter off-road glance durations compared to middle-aged and young drivers. In general, drivers adopted a more conservative strategy when exposed to nine-panel signs as compared to six-panel signs and were more accurate in target detection when searching six-panels vs. nine and with familiar vs. unfamiliar logos. These findings provide an applicable guide for agency design of freeway ramp signage accounting for driver demographics.