The effect of billboard design specifications on driving: A pilot study.

Decades of research on the effects of advertising billboards on road accident rates, driver performance, and driver visual scanning behavior, has produced no conclusive findings. We suggest that road safety researchers should shift their focus and attempt to identify the billboard characteristics that are most distracting to drivers. This line of research may produce concrete guidelines for permissible billboards that would be likely to reduce the influence of the billboards on road safety. The current study is a first step towards this end. A pool of 161 photos of real advertising billboards was used as stimuli within a triple task paradigm designed to simulate certain components of driving. Each trial consisted of one ongoing tracking task accompanied by two additional concurrent tasks: (1) billboard observation task; and (2) circle color change identification task. Five clusters of billboards, identified by conducting a cluster analysis of their graphic content, were used as a within variable in one-way ANOVAs conducted on performance level data collected from the multiple tasks. Cluster 5, labeled Loaded Billboards, yielded significantly deteriorated performance on the tracking task. Cluster 4, labeled Graphical Billboards, yielded deteriorated performance primarily on the color change identification task. Cluster 3, labeled Minimal Billboards, had no effect on any of these tasks. We strongly recommend that these clusters be systematically explored in experiments involving additional real driving settings, such as driving simulators and field studies. This will enable validation of the current results and help incorporate them into real driving situations.