Investigating the eye-catching effect in the entrance zone of highway tunnels through heart rate variability analysis.

Objective: This study aimed to investigate the influence of visual attraction conditions on drivers' cognitive workload and physiological responses, assessed through heart rate variability (HRV) indicators. The study examined four experimental scenarios, including a baseline condition and three visual attractions (landscape-style architecture, tip slogan, and billboard) at tunnel entrances.

Methods: HRV indicators, including RMSSD, SDNN, LF, and LF/HF ratio, were analyzed to assess cognitive workload and physiological states. The study collected data from a sample of drivers under each experimental scenario and compared the HRV measures across conditions.

Results: The presence of visual attractions at tunnel entrances significantly impacted drivers' HRV. The introduction of visual attractions resulted in decreased RMSSD and SDNN values, indicating increased cognitive workload and reduced adaptability of the autonomic nervous system. Moreover, visual attractions led to increased LF values and LF/HF ratio, suggesting heightened sympathetic activation and potential cognitive engagement.

Conclusions: Visual attractions have a significant impact on drivers' cognitive workload and physiological responses. Designing tunnel entrances with a balance between visual attractiveness and cognitive demands is essential to optimize drivers' cognitive performance and overall driving experience. These findings provide valuable insights for transportation authorities and designers to create safer and more user-friendly tunnel environments.