University North

VIZIODRIVE

https://www.croris.hr/projekti/projekt/15806?lang=en

Sveučilište Sjever

49620 EUR

21.10.2025 – 30.09.2029

The VIZIODRIVE project investigates the impact of various forms of visual distraction in traffic environments on the attention, cognitive processes, and behavior of young drivers, as well as the resulting implications for road safety. Using modern experimental methods, the project will analyze how different visual stimuli—such as traffic signs, informational and advertising billboards, digital screens, and elements of urban and natural environments—affect drivers’ concentration and reaction. A specific objective of the project is a detailed analysis of the influence of roadside advertising surfaces in the broader context of visual distraction. Particular focus is placed on the group of young drivers (aged 18–24), statistically and according to recent scientific literature identified as the most at-risk category in traffic. Through systematic data collection and analysis, the project will provide scientifically grounded recommendations for limiting and reducing visual distractions that impair traffic safety and contribute to visual clutter. The results of this research will support the development of traffic and regulatory policies, legal frameworks, and educational programs aimed at improving road safety. The project involves collaboration with relevant experts and institutions and is based on an interdisciplinary approach that integrates traffic psychology, ergonomics, safety, and modern technology.

doc. dr. sc. Miljenko Mustapić

dr. sc. Ivan Cvitković

prof. dr. sc. Ljudevit Krpan

Ante Klečina

Nives Domjan Kačarević

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