The Impact of Advertising Signage and Street Configurations on Traffic Safety

With the rapid pace of urbanization, the streetscapes of commercial districts have become increasingly complex. The dense presence of advertising signage, combined with diverse street network patterns, can potentially affect traffic safety and the overall visual quality of urban spaces. In Tainan’s Central West District, where blocks are compact and intersections are frequent, the high density of commercial signage may distract drivers and increase the risk of accidents. This study aims to investigate the interplay between advertising signage and street configurations on traffic safety, with the goal of developing measurable indicators to inform future streetscape design and traffic planning.

The research adopts a three-dimensional analytical framework. First, the street network is assessed through intersection density, connectivity, and average road width to evaluate its influence on traffic flow and safety. Second, selected intersections are analyzed in terms of signalization and historical accident occurrence to identify potential safety hazards. Finally, field photography combined with computer vision techniques is applied to quantify signage density and visual obstruction ratios, assessing their impact on driver attention and spatial perception.

The expected outcome is an integrated risk assessment across network, intersection, and streetscape dimensions, leading to the identification of high-risk road segments and intersections. Based on these findings, the study will propose practical strategies for optimizing signage regulation and street design, aiming to reduce accident risk, enhance visual order, and create safer, more pleasant urban environments.