The Role of Text Alignment on Response Speed and Accuracy When Reading Chinese-English Bilingual Traffic Signs

The Role of Text Alignment on Response Speed and Accuracy When Reading Chinese-English Bilingual Traffic Signs

Yuchan Zhang, Jeanne-Louise Moys, and Matthew Lickiss

School of Design, University of Leeds, UK
Corresponding author: Yuchan Zhang (Y.Zhang15[at]leeds.ac.uk)

Abstract: This paper discusses the effect of text alignment on Chinese-English bilingual traffic signs on the speed and accuracy of navigational responses. Two text alignment conditions (centered and left settings) were tested in relation to sign complexity and the separating spacing between place names. Video materials were used to provide a safe way to simulate how and where road signs may appear in a driving scenario, while efficiently testing many variations. A total of 36 participants who read English but not Chinese engaged in this study. The results suggest that left alignment improves speed and accuracy in making decisions when responding to three-directional signs with narrower separating spacing, whereas centered alignment may be beneficial for one-and two-directional signs. These findings highlight the value of including text alignment specification in guidance for bilingual signage, especially when accounting for sign complexity. However, further studies are needed using methods with a higher ecological validity and a broader range of participants before robust recommendations can be devised.

Implications for practice: This study underscores the need for more nuanced typographic guidance in the design of Chinese-English bilingual road signs. The findings highlight the importance of accounting for the complex interactions between typographic and spatial attributes in sign composition for drivers to make quick and accurate decisions. In particular, practitioners and policymakers should specify text alignment, as it impacts drivers’ speed and accuracy in navigation. These insights contribute to the development of safer and more efficient road navigation systems.

Keywords: bilingual typography; Chinese-English road signs; sign legibility; text alignment; text spacing

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Authors

Yuchan Zhang Ph.D., is a lecturer in Graphic, Digital, and Communication Design at the School of Design, University of Leeds. She also serves as the Deputy Programme Leader of MA Design. Her research focuses on understanding how multilingual information can enhance the quality of the mobility experience in environments characterised by linguistic diversity. Additionally, her research explores the role of digital technologies, such as augmented reality (AR) and virtual reality (VR), in meeting users’ physical and psychological needs during wayfinding processes.

Jeanne-Louise Moys Ph.D., is an Associate Professor in the University of Leeds, School of Design. She is also the School Director of Postgraduate Research Studies. Her research typically engages with both themes of culture, identity and inclusion in design and human-centered design projects linked to typography and information design. Her pedagogic research profile, demonstrates a particular interest in partnerships and inclusion. She is a Senior Fellow of the Higher Education Academy and a UK Council for Graduate Education recognised research supervisor.

Matthew Lickiss Ph.D., is Associate Professor (Graphic and Communication Design) at the School of Design, University of Leeds. His recent research and teaching centre on user centred information design, user experience, and design for communicating risk and uncertainty. He is particularly interested in how differing presentations of information using graphical means can elicit different decisions from users. Prior to this, his studies were focused on multimodal document theory, exploring how meaning changes or remains the same as the delivery of documents changes.

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Cite this article:
Zhang, Y., Moys, J.-L., & Lickiss, M. (2025). The role of text alignment on response speed and accuracy when reading Chinese-English bilingual traffic signs. Visible Language, 59(2), 130–152. https://www.visible-language.org/journal/issue-59-2-the-role-of-text-alignment-on-response-speed-and-accuracy-when-reading-chinese-english-bilingual-traffic-signs

First published online August 15, 2025. © 2025 Visible Language — this article is open access, published under the CC BY-NC-ND 4.0 license.

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