Abstract:

Eyetracking is a research method registering the movement of an eye pupil, analyzing the movements and in consequence, the extrapolation of the gaze line. The method enables to study human visual activity resulting from changes of the eye location on the basis of the scanning time and direction of the eye in a given area. The research may cover various fields including the driver’s perception of the environment in changing conditions in road traffic. The method was used for detection of dangerous places in road traffic when the behavior on the road is affected by visual distractions aimed at drivers.

The paper presents the methodology of evaluation of the influence of advertisements and of other visual stimuli located on the roadway and in the driver’s visibility zone on road safety. The methodology enables to assess the driver’s attention span devoted to eye scanning of advertisements and to perception and analysis of the situation on the road. The presented method uses indicators depending on the environment and road traffic conditions including the speed of the driven vehicle, the road traffic density, the concentration of road signage as well as eyetracking as the fundamental research tool.

The article outlines the methodology and indicators of the evaluation as well as an example of the use of the methodology on selected fragments of roads in and outside the city.

Keywords:

Road safety, eyetracking, driver’s behavior.