THE EFFECTIVENESS OF PROVISION OF NEW STATIC INFORMATION SIGNAGE: A CASE STUDY OF INTERNATIONAL ISLAMIC UNIVERSITY MALAYSIA, GOMBAK CAMPUS

Sahrir, Syazwani; Bachok, Syahriah; Mohamed Osman, Mariana · 2012 · Crossref

DOI: 10.21837/pm.v10i3.102

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Summary

This study addresses the lack of research regarding driver responses to non-conventional static information signage on private roads, which are not regulated by standard Malaysian traffic acts. While public road signage is strictly governed, private entities like universities often employ unique designs. The research specifically evaluates the effectiveness of new informatory signs at the International Islamic University Malaysia (IIUM) Gombak campus. These signs utilize the university’s corporate turquoise and grey colors rather than standard regulatory colors, presenting a unique case for assessing visual attention, legibility, and user perception in a controlled environment. The methodology involved site observations to assess physical conditions and a questionnaire survey targeting young student drivers from two specific faculties: the Ahmad Ibrahim Kulliyyah of Law (AIKOL) and the Kulliyyah of Architecture and Environmental Design (KAED). Purposive sampling was used to select respondents based on their familiarity with regulations or urban design. Data from 128 valid responses were analyzed using the Relative Importance Index (RII) to rank satisfaction levels across variables such as language, board size, font size, color, siting, and luminance. Additionally, Chi-square tests and Kendall Tau-b correlation analyses were conducted to determine if demographic factors, specifically gender and frequency of observation, influenced perceptions of signage effectiveness. The findings indicate that the language of the sign was the most effective factor, with English receiving the highest RII score (0.79), followed by board size (0.71) and font size (0.66). Luminance received the lowest satisfaction score (0.59), attributed to inconsistent lighting. Statistical analysis revealed that gender significantly influenced perceptions of illumination, board size, font size, and color, suggesting different visual attention patterns between male and female drivers. Furthermore, the frequency of signage observation had a significant positive correlation with satisfaction regarding font size, though it did not significantly impact other variables. The study also noted that existing signs suffered from poor contrast, as turquoise lettering on a grey background lacked the necessary distinction for optimal legibility. The significance of this research lies in its implications for campus planning and traffic safety management. The authors conclude that signage effectiveness is contingent on user demographics, particularly gender, and familiarity with the signs. They recommend standardizing design elements to improve visual attention, specifically advocating for higher contrast by using black lettering on a light grey background instead of the current turquoise-on-grey scheme. Additionally, the study highlights the need for proper maintenance of vegetation to prevent obstruction of signs and emphasizes that siting and illumination must be optimized to ensure drivers have sufficient response time. These findings provide a reference for campus management to enhance traffic sign systems, promoting safety and convenience for a diverse, international user base.

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Topics

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• signage environment
• external distraction