高速公路广告牌对驾驶员视觉影响研究  

Research on Influence of Advertisements on Drivers' Vision in Expressway

作　　者：冯忠祥[1] 刘静[2] 杜姗姗 

机构地区：[1]长安大学汽车学院,陕西西安710064 [2]长安大学工程机械学院,陕西西安710064 [3]波士顿咨询(上海)有限公司,上海200003

出　　处：《公路交通科技》2009年第3期144-147,153,共5页Journal of Highway and Transportation Research and Development

摘　　要：以视觉特性的理论研究为基础，以广告牌距道沿的距离、广告视觉传达的基本要素（即文字、图形、色彩）以及版面编排等为分析对象，采用眼动仪测试了驾驶员在高速公路上行驶时，广告牌对其视觉的影响。利用眼动仪记录受试驾驶员在行驶过程中对广告牌的凝视时间及视角等数据，通过分析采集的数据，得出高速公路广告牌设置时距道沿的距离以5-6m范围为最佳，内容以多图片、大字体表示，且与背景颜色差异大为宜。Based on the visual characteristics, taking the distance from advertisements to expressway and the elementary essentials including characters, image, color and board layout, etc. as the objects, the influence of the advertisements on the driver＇ s vision in expressway was tested by using eye movement instrument. The driver＇ s gazing time, visual angles and other data to advertisements in expressway during the test were recorded by the eye movement instrument.The result of research indicates that （1） the optimal distance from advertisements to expressway is 5 to 6 meters; （2） the design of advertisements should adopt images and characters with bigger font size, and the color contrast in the advertisements should be more observable.

关 键 词：交通工程 广告牌 眼动研究 高速公路 视觉特性 

分 类 号：U491[交通运输工程—交通运输规划与管理]