TRANSIT ROUTE PAMPHLETS: DO THEY WORK?

Abstract

It is the purpose of this study to begin to embark upon the task of determining what information aids and what attributes of information aids actually increase the accuracy of transit trip planning and making. Specifically, this study will concentrate on a particular subset of information aids: the route and system schedules and maps that are freely handed out to consumers by transit authorities. These aids are herein labeled pamphlets throughout the rest of this document. The specific question to be asked is what attributes or set of attributes (e.g., size, color, complexity, verbal instructions) of transit information pamphlets modulate the accuracy of actual transit trip planning? The findings of this experimental investigation suggest that new effectiveness-contingent design criteria for transit route pamphlets are needed. Further, the study takes preliminary steps toward the definition of those criteria. The efficacy of actual route pamphlets was studied in a laboratory setting and found to be, overall, quite low. This finding carries implications for the viability of transit as an alternative to the private automobile. Generally, the private automobile may be viewed as a highly predictable form of transportation. In contrast, a general inability to answer questions basic to performing a public transportation trip, as evidenced here, necessarily implies that a high degree of uncertainty or unpredictability is inherent in planning a transit trip. This uncertainty could constitute an important deterrent to the utilization of this transportation mode. A cluster analysis produced three distinct groups of pamphlets, which also proved to have a significantly different performance means. In view of this finding, it seems justified to concluded that it is possible to delineate pamphlet types or categories, which are more (or less), effective in terms of facilitating trip making. Results from this investigation indicate that single route pamphlets, with features such as bus stop designations and produced in two basic colors are the most effective. (Author)

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