Visual Perception of Roadside Advertisements by Diverse Urban Mobility System

Abstract

In the cities of today, individuals have to constantly visually perceive their surroundings in order to move, be safe, and know where they are going. Advertisements have to grab people's attention even though there are plenty of other things to look at. This research investigates the responses of people to the billboard advertisements while they are on the move with an emphasis on what appeals both to their eyes and their minds. The paper examines the influence of different modes of movement, walking, driving or taking a bus, on people's visual perception and recall of various roadside adverts. This study wants to help advertisers, planners, and designers know how speed and where an ad is making a difference in real life. It also helps us know more about how people see things while moving.The study used several methods for large-scale experiments. People went through virtual reality simulations that copied a real city road. In the study, people moved in different controlled ways. Mobility mode and spatial location have a substantial impact on the attention and processing of visual information, with the study concluding that recall effectiveness can be improved by matching movement patterns and ad placement, while proposing further confirmation through real-world urban environment testing in the future.

Keywords: Visual Perception, Urban Mobility, Advertising

DOI: 10.54941/ahfe1007878