Driver Accuracy in Identifying Food and Attraction Targets on Business Logo Signs: Impacts of Driver Age, Number of Panels, Logo Familiarity, and Logo Format. Issue 1 (2017)

• Record Type: Journal Article
• Authors: Rasdorf, William; Machado, Patricia; Hummer, Joseph E.; Kaber, Dave; Zahabi, Maryam; Lau, Mei; Pankok, Carl
• Is Part Of: Transportation research record. Volume 2624:Issue 1(2017)
• Page Start: 9
• Page End: 18
• Publication Date: 2017
• Subjects: Transportation -- Periodicals; Roads; Transport -- Périodiques; Routes -- Périodiques; Routes -- Conception et construction -- Périodiques; Roads; Transportation; 388.05
• DOI: 10.3141/2624-02
• Languages: English
• ISSNs: 0361-1981

Abstract

The standard business logo sign found along North Carolina highways contains six logos, in accordance with the Manual on Uniform Traffic Control Devices. As the population grows, the demand for business is increasing. Shifting from six-panel business logo signs to nine-panel signs would afford more businesses the opportunity to advertise in areas of high demand. The effects that such a change may have on the driving population are analyzed. Factors such as a driver's age and familiarity with logos and logo format are taken into consideration. A change in the format of business logo signs is proposed not only to move from six to nine panels but also to improve the effectiveness of existing business logo signs.