Developing an Attention Framework for Road Sign Design Assessment using the Principle of Emphasis

: Graphic design has been proven to have an impact on human perception in areas such as consumerism. One would argue that a similar impact could exist in the area of transportation as well. The main objective of this research is to determine the factors that influence human attention in responding to visual cues. This was accomplished by exploring human attention from the point of view of design principle and feature integrated theory. As attention is the first process that occurs in the human cognitive process after visual stimulation happens, it is crucial to define the factors that contribute towards the stimulation to road sign design. Using Design and Development Research (DDR) approaches, this study involved three phases which were needs analysis, development, and evaluation. Methods such as interview, Fuzzy Delphi and Expert Review were also used. This research aims to establish a framework that consists of several design principles and visual elements that are accountable for the visual attention of motorists. This research findings are expected to contribute towards Malaysia Road Safety 2014-2020 Plan, specifically in the second pillar as well as Safer Road and Mobility programme and stimulate many research interests involving design principles in the transportation area of the future.