Women's glance times were not noticeably different when comparing
the two font styles, Reimer added. For women, the figures were
equivalent in the first group and showed a 3.3 percent improvement in the
"I would have expected to find, based on [information from] font
experts...to find a couple percent difference. I was shocked by the
level we found it at," Reimer said in an interview. Male "drivers
are keeping their eyes on the road longer with the humanist-style
type face. When they look off the road it takes shorter time" with
Reimer said the difference in test results between the genders remains
unexplained. "It's possible women are…more efficient at moving
information" that is displayed, he said "It could
also be a neurobiological difference."
Lessons being learned
While not directly relevant to hardware design, there are some
lessons here for electronics designers.
"In terms of inside the vehicle, the electronics are going to have
more intelligence and a focus is always on the technology," Reimer
said. "Let's think about the basics and work with the human-factors
folks [as to] what's the use case going to be."
Asked whether he thought there would be much difference if he had
studied a heads-up display, where the electronics output is
projected onto the inside of the windshield, Reimer said he expected
a similar result. A driver's "vision is still restricted to an object projected. You're
not actually looking at the road environment and information at same
time, but your eyes aren't quite as far away from the road," he concluded.
App Eliminates Texting and Driving Distractions via GPS
they have our attention!