Testing billboard displays

Abstract

In order to determine better visual conditions of billboard displays, a field research was conducted, using a simulation in a desktop computer of different billboard displays. The billboard displays were presented during brief time intervals, isolated or in pairs, and more than one time or one time only (repetition effect). Sixty students participated in the research. An analysis of the words and phrases recalled showed that different types of letters and number of words in the phrases are decisive for a better perception of the information contained in the display. The results also showed an exquisite repetition effect: if the display is presented more than five times approximattely, the recall gets worse. Besides, phrases that contained cultural relevant words, such as “tabu” or regional terms are more conspicuous, leading to a better recall, but also to a distortion of the semantic content. Keywords: Billboard; Visual Perception; Legibility; Readability.