Developing Evidence-Based Digital Billboard Design Guidelines: Assessing Drivers’ Visual Attention and Urban Visual Quality in Metropolitan Areas
DOI:
https://doi.org/10.24191/idealogy.v11i2.1021Keywords:
Digital Billboard, Visual Attention, Urban Visual Quality, Driver Distraction, Design Guidelines.Abstract
Digital billboards are now a common sight on metropolitan streets, and their proliferation has raised important questions about advertising visibility, driver safety and the quality of the urban visual environment. While digital displays lend themselves to high visibility and flexibility in communication, design considerations such as brightness, animation, transition timing, the use of colour, and total display area. It can also increase visual demand and contribute to clutter in busy city environments.by investigating the need of evidence-based digital billboard design guidelines. The paper explores the connection between billboard design characteristics, drivers’ visual attention and perceived urban visual quality, with a special focus on the Malaysian metropolitan context. The study will be qualitative and expert-based, using semi-structured interviews and the Delphi technique, with urban planners, road safety specialists, visual communication designers and out-of-home advertising practitioners. The data will be analysed through the thematic analysis to define relevant design parameters, safety issues and urban visual quality criteria. The paper proposed an integrated guideline framework integrating design control, safety assessment and urban visual management. Its expected contribution is a context sensitive set of recommendations that can help local authorities, designers and industry stakeholders to balance commercial communication with safer and more visually sustainable urban environments.
Keywords: Digital Billboard, Visual Attention, Urban Visual Quality, Driver Distraction, Design Guidelines.
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