Citation

Chrysler ST, Carlson PJ, Brimley B, Park ES. Transp. Res. Rec. 2017; 2617: 9-18.

Copyright

(Copyright © 2017, Transportation Research Board, National Research Council, National Academy of Sciences USA, Publisher SAGE Publishing)

DOI

10.3141/2617-02

PMID

unavailable

Abstract

Transportation agencies are considering public-private partnerships as they struggle to fund infrastructure and operations improvements. The national Manual on Uniform Traffic Control Devices (MUTCD) allows acknowledgments of private sponsors on static signs. The legibility and visibility impacts of including logos of sponsors on changeable message signs (CMSs) were examined. Thirty drivers participated in a closed-course study during daytime and nighttime conditions. Full-sized full matrix color LED signs were used to display travel time and safety reminder messages with and without sponsor acknowledgment logos. Single- and dual-phase messages were tested. The measures of effectiveness were legibility distance for target words on the signs and roadway hazard object detection distance. Legibility distances of the CMS messages were notably greater than those of retroreflective traffic signs and well above the MUTCD threshold of 30 ft/in. During the day, the median legibility index was approximately 60 ft/in. At night, the index was approximately 45 ft/in. Sponsor logos had no significant effect on the legibility distances of travel time signs. Sponsor logos had a small effect on the legibility distance of safety message signs with a blue background but not on those with a black background. The use of sponsor logos marginally affected object detection for certain object locations. The results of this study, coupled with an earlier driving simulation evaluation showing no cognitive distraction due to logos, support the use of sponsorship acknowledgment signs on CMSs. An open road evaluation is planned before statewide implementation is enabled.

Language: en