This study investigates how semantic and pictorial design elements in construction safety signs influence visual attention and memory encoding using neurophysiological approaches. The research employs eye-tracking technology (Tobii Pro Glasses 2) and 64-channel BrainVision EEG to examine attention allocation and neural responses to different sign categories. The semantic category compares three design variations: direct reference versus conditional context signal words, long versus short text content, and mandatory instructions versus conditional restrictions. The pictorial category evaluates pictogram-only, text-only, and combined pictogram-text presentations. Two complementary experiments were conducted: an eye-tracking study presenting competing signs simultaneously to measure attention competition, and an EEG study displaying signs individually to assess attention and memory encoding processes through Event-Related Spectral Perturbation (ERSP) analysis. The multi-modal approach provides comprehensive insights into how construction sign design elements influence worker safety behavior, potentially informing evidence-based guidelines for more effective workplace safety communication.

Minghao Dong is a Ph.D. student in Industrial Engineering, advised by Dr. Behzad Esmaeili. He is also pursuing a master’s degree in Civil Engineering. His research interests focus on construction safety.