Hub Traveler Guidance Signage Evaluation via Panoramic Visualization Using Entropy Weight Method and TOPSIS

Signage functions as guidance and distribution assistance, directly affecting the operational efficiency of traffic in and around the comprehensive transportation hubs. Among the elements of signage, the visual guidance effect is the key factor affecting the information conveyance, which should be evaluated during the design and optimization process. This study conducted field investigations and developed panoramic videos for multiple transportation hubs in China and designed a survey accordingly. Human subjects were recruited to watch panoramic videos via virtual reality (VR) and respond to the surveys. The results show that the degree of visual attention of travelers significantly affects the evaluation results of guidance signage, with the influence being inversely proportional. Key factors affecting visual attention include accurate legibility, obstruction and defacement rates, informativeness, and whether signage is set up in a hierarchical manner. In unfamiliar environments, travelers focus on the overall context and closely observe the interaction between directional signs and their surroundings. The prominence and visibility of signage are influenced by interactions within the spatial environment. Notably, simple and clear signs are more likely to attract travelers’ attention, and their directional information is more easily comprehended. Moreover, when the destination is clearly defined, visual attention significantly directs pedestrians’ wayfinding behavior.