Determining The Effect of Graphic Elements of Eight New Traffic Signs on Conveying The Message “Prohibition of Using Mobile Phones While Driving”

Introduction: The design of traffic signs should consider human cognitive abilities to enhance drivers’ understanding of the signs. Cognitive features, as one of the crucial principles of ergonomics, are among the influential factors in the design of signs. The present study aimed to evaluate the effect of graphic elements of eight new sign designs based on cognitive features on conveying the message “prohibition of using mobile phones.” Material and Methods: This study was conducted in six driving schools in Tehran in 2013. One hundred seventy-four participants, with an average age of 23.5 and a standard deviation of six years, participated in this study. Participants were then presented with the designed signs through a colored questionnaire. They were instructed to evaluate the signs’ cognitive features including simplicity, concreteness, meaningfulness, and semantic closeness—using a Likert scale ranging from 0 to 100. Results: The results revealed that the average score of the cognitive features of the designed signs is higher than other traffic, industrial and pharmaceutical signs. In this study, “semantic closeness” was the best cognitive feature for predicting the message of the signs. The sign with the “hands-free” element had the best performance in transferring the message. Conclusion: This research aimed to identify the most effective of eight proposed signs for banning mobile phone use while driving. Participants rated the sign featuring a button phone with a hands-free symbol as the top choice. Although most of the mobile phones in the market are of the touch screen type and the use of button phones has decreased a lot, the symbol of these phones as the dominant symbol still effectively conveys messages