The Effects of Commercial Electronic Variable Message Signs ...

Variable Ref. # Advantages Disadvantages
1.3.1 Type: static; changing 158,
129, 26
1.3.2 Change rate; dwell
time; change time;
sequencing
1.3.3 Special effects: wipe,
dissolve, scintillate
48, 50,
158, 94
1.3.4 Full motion video 125,
126
1.3.5 Engagement value:
ability to hold attention
1.3.6 Sound
1.4 Message 129,
44,
144, 53
1.4.1 Type: text; graphics;
mixed; targeted
1.4.2 Text: word count;
font size; color; content;
legibility; affect
1.4.3 Graphics: size;
complexity; color; content;
affect
Changing images extremely
important. Static serves as
control.
Change pattern important.
Easy to measure.
Adds to uniqueness and
conspicuity.
Full motion video extremely
compelling.
Important overall distraction
variable
32, 31 Particular message may be
secondary.
42
More difficult to measure.
Difficult to specify exact
content seen.
Difficult to measure; requires
subjective rating.
32, 48 Many variations. Less
important.
31, 50 Difficult to specify. Many
varieties.
1.4.4 Public safety alerts Social benefit. May be more distracting than
advertising.
1.4.5 Interactive:
encourages driver response
2.0 Roadway
2.1 Type
Interactive may require more
attention.