The　entrance　zones　of　highway　tunnels　present　a　visually　complex　environment,　often　requiring　multiple　traffic　signs　to　ensure　driving　safety.　However,　excessive　information　or　improperly　positioned　traffic　signs　may　cause　cognitive　overload,　hinder　their　ability　to　adapt　to　changing　driving　conditions　and　compromise　traffic　safety.　This　study　aims　to　assess　the　effect　of　traffic　signs　information　supply　speed　(TSISS),　which　considers　factors　such　as　traffic　sign　information　(TSI),　combined　installation　and　spacing　of　traffic　signs,　and　speed　limits　on　the　road,　on　driving　performance　and　CL.　The　study　collected　four　types　of　performance　data:　eye　movement,　electroencephalogram　(EEG),　driving　behavior,　and　subjective　cognitive　load　(SCL).　A　driving　simulator　experiment　used　six　TSISSs　at　the　highway　tunnel　entrance　zone:　0.333,　0.400,　0.500,　0.600,　0.667,　and　0.833　items/s.　An　“item”　is　an　independent　directive　or　command　of　traffic　signs.　The　results　showed　that　as　the　TSISS　increased,　pupil　area,　scan　rate,　θ　wave　absolute　power,　longitudinal　acceleration,　steering　wheel　angle,　and　SCL　significantly　increased.　In　contrast,　blink　frequency,　α　wave　absolute　power,　and　vehicle　longitudinal　speed　decreased.　When　the　TSISS　did　not　exceed　0.600　items/s,　the　efficiency　values　calculated　by　the　data　envelopment　analysis　model　were　high　(more　than　0.950).　However,　when　the　TSISS　exceeded　0.600　items/s,　the　efficiency　significantly　decreased　(below　0.850).　Based　on　these　findings,　0.600　items/s　is　recommended　as　the　optimal　threshold　for　TSISS　at　highway　tunnel　entrances.　These　findings　can　help　evaluate　the　rationality　and　effectiveness　of　traffic　sign　placement　at　tunnel　entrances,　providing　essential　theoretical　bases　and　practical　guidelines　for　optimizing　the　overall　design　of　highway　traffic　signs.　©　2025