<![CDATA[The number of accidents in Indonesia reached 116 thousand cases in 2023, including in University areas. Most of the traffic victims are Generation Z. The impact of road accidents includes minor injuries, serious injuries, deaths, and material losses. In order to achieve the golden generation in 2045, Generation Z can achieve driving safety on the highway by ensuring a level of understanding of the meaning of traffic signs to drive safely. The purpose of this study is to investigate the visual search pattern of Generation Z on traffic sign design using an ergonomic approach. This study uses an experiment with three conditions, namely displaying warning signs, prohibitions. The results showed that the values of blink duration, dwell time, and total fixation duration did not have significantly different values for each sign condition, but the blink frequency values for the three sign conditions had significantly different values. As many as 91% of the gaze map direction moves from the top left to the center of the traffic sign. Counseling through interactive visual media will be more effective and appropriate for Generation Z. This results could help government and the National Police of Indonesia to minimize the risk of accidents.]]>
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