Work

Enhancing wayfinding in science & technology parks: insights from visual attention modeling

Year: 2026

Type: article

Abstract: This study explores how the visual saliency of signs, landmarks, and paths influences predicted gaze behavior in a second-generation science and technology park. Using predictive visual attention modeling with 3M Visual Attention Software (VAS), we analyzed manipulated images of the CPQD campus from two mobility-related viewing perspectives – vehicular and pedestrian – under three visual saliency conditions. Results show that landmarks consistently attract the most attention, while enhanced signage and path visibility improve visual focus. The findings offer practical insights for designing more legible and wayfinding-friendly innovation campuses, supporting spatial orientation and fostering informal encounters in environments where such interaction is valued.

Source: Planning Practice and Research

DOI: 10.1080/02697459.2026.2672531

Authors: Zahra Alinam, Gabriela Celani

Institutions: Universidade Estadual de Campinas (UNICAMP), Max Planck Institute of Geoanthropology

Language: English

Topic: Spatial Cognition and Navigation

Subfield: Automotive Engineering

Field: Engineering

Domain: Physical Sciences

SDG: Sustainable cities and communities

Open Access status: hybrid

Funder: Fundação de Amparo à Pesquisa do Estado de São Paulo