Visual Communication in Shared Mobility Systems as an Opportunity for Recognition and Competitiveness in Smart Cities

: Due to the intensive development of urbanization and digitization, the number of smart cities in the world is growing. Along with their exposure, more and more challenges are facing the service providers of the various types of systems offered in their area. These types of services include shared mobility systems that, as an alternative to transport by own vehicle, are becoming one of the leading promoted forms of mobility. Because of the prioritization of shared mobility solutions, more and more operators appear on the smart city markets, which is associated with many challenges related to the increased competition among service providers. One of the challenges is the appropriate visibility of the brand and vehicles in urban transport systems. This aspect, despite its high applicability, constitutes a research gap among world studies. Aiming to ﬁll this gap, this article was dedicated to the issues of perception of visual communication by operators of shared mobility services. As part of the research, an expert study was conducted among representatives of shared mobility services operating in Poland. The expert survey was conducted with the Computer-Assisted Web Interview (CAWI) technique. The results of the research show that visual communication is not used quite correctly by operators. Although operators use single visual communication practices, overall consistency is lacking, which would add value to the brand. This article supports operators looking to expand their shared mobility services. What is more, it is also a response to the research gap regarding visual communication and its perception from the point of view of smart cities. example of visual communication


Introduction
Urbanization has been a global trend in recent years, and, despite its many advantages, it also brings with it many challenges for the development of modern cities. Statistics show that 55% of the world's population is located in urban areas and that this figure is expected to increase to 68% by 2050 [1]. Given this growing number of city dwellers, many problems with the appropriate demand for various types of services are inevitable. One of the forms of services that constitutes the bloodstream of the economy and allows to meet the basic mobility needs of society is transport.
Therefore, modern transport is required not only to fulfill the basic function of movement, but also to be sustainable, most accessible, and correlated with urban information and communication technologies. These requirements are aimed at ensuring that transport can meet the challenges of today's smart cities.
scientific issues related to vehicle sharing. For example, the authors of Qin et al. out that one of the main problems associated with car-sharing is the correct reloc the vehicle fleet [16]. In turn, Osorio et al. indicated that in addition to proper flee tion, it should be focus on ensuring adequate vehicle availability of vehicles in r to customer demand [17]. In contrast, the authors of D'Andreagiovanni et al. po the need to pay attention to system price lists and economic aspects [18]. A wide g research was also devoted to management issues, with a focus on, for example, b model analyzes, the use of IT innovations-e.g., Internet of Things-or recommen for optimal management in the case of various forms of services-e.g., free-floa sharing or bike-sharing systems-or functioning during pandemic period [19][20][21][22][23] Turoń at al. and Kubik et al. focused on the technical, operational, safety, environ and education aspects of using the systems [24,25]. What is interesting is that t emphasized the occurrence of complaints from users about the technical or visua tion of the vehicles used in the shared mobility systems and about the need to pa tion to this issue among service providers [24,25]. Based on this assumption, the q arose of how to properly consider the concept of visual communication.
Visual communication is communication through images, the transmission mation in a visual form between the sender and the recipient by means of commu [26]. Its purpose is to convey ideas and information. Generally speaking, visual nication is about conveying a meaningful visual message by any creator in suc that it is readable by the recipient. In the case of entrepreneurs, it is a wide range ities, including graphic design of websites, logos, logos on their products, their pl and tagging, leaflets, and the general consistency of the messages offered [27].
Basically, visual communication is based on such expressive elements as s pography, drawing, graphic design, illustrations, industrial design, advertising tion, and electronic resources. Due to the use of visual communication, it is po influence the recipient of the message more effectively. There are seven elements o communication: color, shape, tones, texture, figure-ground, balance and hierarch An example of visual communication is presented in Figure 1.  There are many visual communication strategies that can be used to increase interest in a given product or service. They include, among others using [29][30][31][32]: • data visualization to show the impact of given work, • shapes and lines to outline relationships, processes, and flows, • symbols and icons to make information more memorable, • visuals and data to tell stories, • color to indicate importance and draw attention From a practical point of view, for companies, visual communication can translate into effective results from the point of view of management and marketing. From the point of view of advertising, it uses communication tools that are based on the promotion of the mix implemented in a systemic manner, while maintaining the integration of the elements of this system [30]. In communication understood in this way, it is necessary to prepare the message in accordance with the principles of synergy and then its elements should constitute a coherent whole affecting the client, so that he undertakes certain behaviors consisting in purchasing, repeating it, postponing, or not realizing it, which is also a possible reaction [30]. Therefore, from the point of view of building a competitive advantage, it is appropriate for enterprises to properly manage their own visual communication.
Among the literature review related to visual communication, no literature was found that would directly refer to the problem of its appropriate application in the case of the shared mobility industry. Recognizing this research gap, the authors devoted this work to the perception of visual communication by operators of shared mobility services in smart cities. The authors assumed that conducting expert research among shared mobility operators would allow them to assess the level of operators' involvement in the use of visual communication aspects in shared mobility systems in Poland.

Methods
To identify the approach to visual communication in companies that offered shared mobility services, the authors proposed their own expert research. The study was conducted for the Polish market of shared mobility services. That market was chosen due to the wide variety of systems occurrence and the constantly growing market value. In relation to 2020, the value of the market was estimated at USD 701 million, and the number of users was approximately 9.1 million [33]. Currently, in 2022, there are 8 electric scooter systems, 10 car-sharing systems, 7 bike-sharing systems, and 5 moped-sharing sharing systems on the Polish market [34].
The study was carried out from September 2021 to April 2022 in a sample of N = 14 representatives from various shared mobility services operators. The research sample consisted of representatives: bike-sharing providers (3 companies), scooter-sharing providers (4 companies), moped-sharing providers (3 companies), and car-sharing providers (4 companies). The respondents were located in the 4 largest smart cities in Poland, i.e., Warsaw, Katowice, Gdańsk, and Wroclaw. The research sample used in the study was purposive. Purposive sampling is one of the non-random methods [35]. It is a technique widely used in scientific research to identify and select information-rich cases in order to make the most efficient use of limited resources [36]. Research involves the identification and selection of people or groups of people who have special knowledge or experience with the phenomenon of interest to the researcher [37]. In addition to knowledge and experience, attention should be paid to the availability and willingness of respondents to participate in the survey [37,38]. Purposive sampling gives the opportunity to conduct research in the case of business groups that are usually not open to sharing data [38,39].
Among the various types of purposive sampling methods, the Homogeneous Sampling (HS) method was used for the study. This method is used in research where it is necessary to reach candidates who share similar traits or specific characteristics, for example the same job position [40]. The HS method assumes to some extent that the respondents are 'representative' in this role because they have in-depth knowledge of the phenomenon under study based on their professional experience, which makes their cases informative [40]. This type of strategy is often used for implementation research [35,41]. In the case of this study, it was purposeful to reach out to experts who had specific industry knowledge regarding the functioning of shared mobility systems in Poland. Due to the requirement for specialist knowledge, the survey was attended by managers representing individual shared mobility companies. Moreover, the requirement was specified that each of the respondents should have at least 3 years of work experience in their position. The size of the target sample was determined in accordance with Mishin's guidelines for designing expert research (expert studies) [42].
The study was spread over the Internet with the Computer-Assisted Web Interview technique (CAWI), a method of collecting information in quantitative market and public opinion research, in which the respondent is asked to complete an electronic questionnaire. to which experts were invited. The experts' task was to answer 18 questions about visual communication in their company. The questions focused on obtaining information on inter alia knowledge of the concept of visual communication, approach to vehicle fleet colors, vehicle branding and the basis for its implementation, having additional accessories to complement vehicle branding, user involvement in the vehicle branding process, premium vehicle marking, and approach to visual communication from the point of view of market competitiveness. Detailed questions are presented in Appendix A.

Results
As a result of the research, detailed responses were obtained regarding the approach to the issue of visual communication by operators of the shared mobility industry in Poland.
The survey was completed by 14 experts who represented 14 shared mobility operators that functioning in the Polish market.
From the point of view of the knowledge about visual communication 86% of respondents knew what visual communication was, only 14% had not encountered this concept so far. Detailed data is presented in Figure 2.
informative [40]. This type of strategy is often used for implementation research In the case of this study, it was purposeful to reach out to experts who had specif try knowledge regarding the functioning of shared mobility systems in Poland. D requirement for specialist knowledge, the survey was attended by managers repr individual shared mobility companies. Moreover, the requirement was specified t of the respondents should have at least 3 years of work experience in their posit size of the target sample was determined in accordance with Mishin's guideline signing expert research (expert studies) [42].
The study was spread over the Internet with the Computer-Assisted Web In technique (CAWI), a method of collecting information in quantitative market an opinion research, in which the respondent is asked to complete an electronic q naire. to which experts were invited. The experts' task was to answer 18 questio visual communication in their company. The questions focused on obtaining info on inter alia knowledge of the concept of visual communication, approach to veh colors, vehicle branding and the basis for its implementation, having additional ries to complement vehicle branding, user involvement in the vehicle branding premium vehicle marking, and approach to visual communication from the poin of market competitiveness. Detailed questions are presented in Appendix A.

Results
As a result of the research, detailed responses were obtained regarding the a to the issue of visual communication by operators of the shared mobility industr land.
The survey was completed by 14 experts who represented 14 shared mobilit tors that functioning in the Polish market.
From the point of view of the knowledge about visual communication 86 spondents knew what visual communication was, only 14% had not encountered cept so far. Detailed data is presented in Figure 2. Another issue was the color aspects of the fleet. From the point of view o attention to the color of the vehicle, only 15% of the respondents took it into accou choosing a fleet. Importantly, 31% are not able to determine whether it was imp them. On the other hand, 54% did not analyze the color of the vehicles before pu them. Detailed data is presented in Figure 3. Another issue was the color aspects of the fleet. From the point of view of paying attention to the color of the vehicle, only 15% of the respondents took it into account when choosing a fleet. Importantly, 31% are not able to determine whether it was important to them. On the other hand, 54% did not analyze the color of the vehicles before purchasing them. Detailed data is presented in Figure 3.  Despite the low interest in the color of the vehicles, when buying them, the r ents were able to indicate which color of the vehicle, in their opinion, is the most im from the point of view of the sharing they offer. The leading color was silver (29 spondents), followed by black (21%), ex aequo white and gray (14%), and the re 21%. Detailed data is presented in Figure 4. The next aspect analyzed was to determine whether all vehicles provide shared mobility systems have the same color. Respondents' responses show that o of the vehicle fleet has the same color. Detailed data is presented in Figure 5. Despite the low interest in the color of the vehicles, when buying them, the respondents were able to indicate which color of the vehicle, in their opinion, is the most important from the point of view of the sharing they offer. The leading color was silver (29% of respondents), followed by black (21%), ex aequo white and gray (14%), and the remaining 21%. Detailed data is presented in Figure 4. Despite the low interest in the color of the vehicles, when buying them, the respondents were able to indicate which color of the vehicle, in their opinion, is the most important from the point of view of the sharing they offer. The leading color was silver (29% of respondents), followed by black (21%), ex aequo white and gray (14%), and the remaining 21%. Detailed data is presented in Figure 4. The next aspect analyzed was to determine whether all vehicles provided under shared mobility systems have the same color. Respondents' responses show that only 21% of the vehicle fleet has the same color. Detailed data is presented in Figure 5. The next aspect analyzed was to determine whether all vehicles provided under shared mobility systems have the same color. Respondents' responses show that only 21% of the vehicle fleet has the same color. Detailed data is presented in Figure 5.
The next aspect analyzed was to determine whether all vehicles provided under shared mobility systems have the same branding. Respondents' responses show that only 29% of the vehicle fleet has the same branding. Detailed data is presented in Figure 6.
When it comes to branding, it was really important to answer the question of what or who influenced the selection of a specific type of branding. The results show that 43% of the respondents do not know what or who influenced the type of branding, 21% of the respondents cooperated with an advertising agency when choosing branding, ex equo 14% of respondents stated that it was an individual decision of employees or the management board, and only 7% conducted their own research in the field of vehicle branding. Detailed data is presented in Figure 7. The next aspect analyzed was to determine whether all vehicles provided unde shared mobility systems have the same branding. Respondents' responses show that only 29% of the vehicle fleet has the same branding. Detailed data is presented in Figure 6. When it comes to branding, it was really important to answer the question of wha or who influenced the selection of a specific type of branding. The results show that 43% of the respondents do not know what or who influenced the type of branding, 21% of th respondents cooperated with an advertising agency when choosing branding, ex equ 14% of respondents stated that it was an individual decision of employees or the manage ment board, and only 7% conducted their own research in the field of vehicle branding Detailed data is presented in Figure 7. The next aspect analyzed was to determine whether all vehicles provided unde shared mobility systems have the same branding. Respondents' responses show that only 29% of the vehicle fleet has the same branding. Detailed data is presented in Figure 6. When it comes to branding, it was really important to answer the question of wha or who influenced the selection of a specific type of branding. The results show that 43% of the respondents do not know what or who influenced the type of branding, 21% of the respondents cooperated with an advertising agency when choosing branding, ex equo 14% of respondents stated that it was an individual decision of employees or the manage ment board, and only 7% conducted their own research in the field of vehicle branding Detailed data is presented in Figure 7. From the point of view of the fleet recognition, it was important to determine whether the operators have different types of accessories that are to attract the attention of customers; 93% of the respondents do not have such accessories. Only 7% declare having this type of accessory, which includes, among others, additional illumination of the vehicle, From the point of view of the fleet recognition, it was important to determine whether the operators have different types of accessories that are to attract the attention of customers; 93% of the respondents do not have such accessories. Only 7% declare having this type of accessory, which includes, among others, additional illumination of the vehicle, e.g., green of the available vehicle and red of the occupied vehicle, or displaying the operator's name with under-body lighting. Detailed data is presented in Figure 8. From the point of view of the fleet recognition, it was important to determine the operators have different types of accessories that are to attract the attention of ers; 93% of the respondents do not have such accessories. Only 7% declare hav type of accessory, which includes, among others, additional illumination of the e.g., green of the available vehicle and red of the occupied vehicle, or displaying erator's name with under-body lighting. Detailed data is presented in Figure 8. The level of system users' involvement in vehicle branding was also examin results show that in 93% of the analyzed companies, users have no influence on branding. Detailed data is presented in Figure 9. The level of system users' involvement in vehicle branding was also examined. The results show that in 93% of the analyzed companies, users have no influence on vehicle branding. Detailed data is presented in Figure 9.  From the point of view of the perception of vehicles, it is also important tha fleet is clean. Respondents emphasize that 93% of them pay attention to the fact clean. Detailed data is presented in Figure 10. From the point of view of the perception of vehicles, it is also important that the car fleet is clean. Respondents emphasize that 93% of them pay attention to the fact that it is clean. Detailed data is presented in Figure 10. From the point of view of the perception of vehicles, it is also important tha fleet is clean. Respondents emphasize that 93% of them pay attention to the fact clean. Detailed data is presented in Figure 10. Clarification of the question about the level of cleanliness of vehicles is to o answer to whether users are able to submit their comments on the level of clean the vehicle. The research shows that, for each of the analyzed operators (100%), us the opportunity to submit their comments. Detailed data is presented in Figure 1  Clarification of the question about the level of cleanliness of vehicles is to obtain an answer to whether users are able to submit their comments on the level of cleanliness of the vehicle. The research shows that, for each of the analyzed operators (100%), users have the opportunity to submit their comments. Detailed data is presented in Figure 11. From the point of view of the perception of vehicles, it is also important tha fleet is clean. Respondents emphasize that 93% of them pay attention to the fact clean. Detailed data is presented in Figure 10. Clarification of the question about the level of cleanliness of vehicles is to o answer to whether users are able to submit their comments on the level of clean the vehicle. The research shows that, for each of the analyzed operators (100%), us the opportunity to submit their comments. Detailed data is presented in Figure 1  The level of user satisfaction with vehicle branding was asked successively. As many as 64% of users report their reservations as to the branding of vehicles. Detailed data is presented in Figure 12.
It was also particularly important to obtain answers to what issues users are complaining about; 8 user complaints were answered. Detailed data is presented in Figure 13. The level of user satisfaction with vehicle branding was asked successivel as 64% of users report their reservations as to the branding of vehicles. Deta presented in Figure 12.  Another important issue was obtaining information on whether compan good practices related to vehicle cleanliness, e.g., washing or vacuuming by results show that 57% of the companies surveyed do not have such solut mented, 21% of operators have implemented such solutions, and 14% are not have them. Detailed data is presented in Figure 14. The level of user satisfaction with vehicle branding was asked successively. As as 64% of users report their reservations as to the branding of vehicles. Detailed d presented in Figure 12.  Another important issue was obtaining information on whether companies pro good practices related to vehicle cleanliness, e.g., washing or vacuuming by users results show that 57% of the companies surveyed do not have such solutions im mented, 21% of operators have implemented such solutions, and 14% are not sure i have them. Detailed data is presented in Figure 14. Another important issue was obtaining information on whether companies promote good practices related to vehicle cleanliness, e.g., washing or vacuuming by users. The results show that 57% of the companies surveyed do not have such solutions implemented, 21% of operators have implemented such solutions, and 14% are not sure if they have them. Detailed data is presented in Figure 14.
The respondents were also asked about the branding of their premium class vehicles if they have such in the fleet; 71% of the respondents did not have a separate branding for premium class vehicles. Detailed data is presented in Figure 15.
Subsequently, they were asked to refer to the question of whether operators believe that visual communication can improve their company's competitiveness; 86% of the respondents admitted that they were not aware of it, and only 14% believed that it had an impact on the competitiveness of their service offer. Detailed data is presented in Figure 16.
The last question was whether companies would change their branding under the influence of their competitors. Research shows that 43% of operators would not change their visual communication, and 57% are not sure what they would do in such a situation. Detailed data is presented in Figure 17. The respondents were also asked about the branding of their premium class vehicle if they have such in the fleet; 71% of the respondents did not have a separate branding fo premium class vehicles. Detailed data is presented in Figure 15. Subsequently, they were asked to refer to the question of whether operators believ that visual communication can improve their company's competitiveness; 86% of the re spondents admitted that they were not aware of it, and only 14% believed that it had an impact on the competitiveness of their service offer. Detailed data is presented in Figur  16. The respondents were also asked about the branding of their premium class vehicle if they have such in the fleet; 71% of the respondents did not have a separate branding fo premium class vehicles. Detailed data is presented in Figure 15. Subsequently, they were asked to refer to the question of whether operators believ that visual communication can improve their company's competitiveness; 86% of the re spondents admitted that they were not aware of it, and only 14% believed that it had an impact on the competitiveness of their service offer. Detailed data is presented in Figur  16. The last question was whether companies would change their branding under th influence of their competitors. Research shows that 43% of operators would not chang their visual communication, and 57% are not sure what they would do in such a situation Detailed data is presented in Figure 17. The last question was whether companies would change their branding under th influence of their competitors. Research shows that 43% of operators would not chang their visual communication, and 57% are not sure what they would do in such a situation Detailed data is presented in Figure 17.

Discussion
The results obtained during the research carried out show that visual communication is a controversial concept in the case of the shared mobility services industry in Poland Research shows that the phenomenon of visual communication is known by most re spondents. Yet detailed results indicate that operators do not fully use its potential. Thi is shown, for example, by the fact that the color of the vehicles was not considered whe selecting a fleet for shared mobility systems. Marketing research shows that car colors ar very important from the point of view of vehicle attractiveness [43]. Therefore, especiall in the case of a fleet of shared mobility systems, vehicle colors should stand out from th others widely available in modern cities. Interestingly, when asked to indicate the color of vehicles in their fleet, the respondents provided the colors of the most frequently pur chased vehicles by individuals in 2021 [44], which also disqualifies systems from bein distinguished. Another point of contention is that, according to respondents, most of th vehicles in the fleet are not the same color. This can also be problematic as the large dis crepancy means that these cars are not specifically associated with a given shared mobilit

Discussion
The results obtained during the research carried out show that visual communication is a controversial concept in the case of the shared mobility services industry in Poland. Research shows that the phenomenon of visual communication is known by most respondents. Yet detailed results indicate that operators do not fully use its potential. This is shown, for example, by the fact that the color of the vehicles was not considered when selecting a fleet for shared mobility systems. Marketing research shows that car colors are very important from the point of view of vehicle attractiveness [43]. Therefore, especially in the case of a fleet of shared mobility systems, vehicle colors should stand out from the others widely available in modern cities. Interestingly, when asked to indicate the colors of vehicles in their fleet, the respondents provided the colors of the most frequently purchased vehicles by individuals in 2021 [44], which also disqualifies systems from being distinguished. Another point of contention is that, according to respondents, most of the vehicles in the fleet are not the same color. This can also be problematic as the large discrepancy means that these cars are not specifically associated with a given shared mobility system. This results in the difficulty of finding the vehicle in the city or determining its affiliation to a given service operator.
Another interesting aspect from the point of view of visual communication is the issue of logos and vehicle branding. It is surprising that only 29% of the fleet of vehicles of a given operator have the same branding. This also causes disinformation among users and, as a result, reduces the interest in the services of a given operator. Interestingly, most companies are unable to determine why they have a specific type of branding. Even though 21% of companies used cooperation with marketing agencies for their branding, it is worth noting that, in the other case, the decisions of visual communication are made by either boards' or employees' inventions. However, employees and board memebers, despite their expert industry knowledge, may not have the competence to create visual elements. Research shows that brand logos lead to stronger memory by taking advantage of the image importance effect [45]; therefore, focusing on proper branding should be the key for shared mobility companies.
The imprecise approach to visual communication is also emphasized by the fact that various types of accessories that can help improve vehicle visibility in urban transport systems are not used. It is also important that a large proportion of respondents have unbranded vehicles in their fleet. This type of procedure is correct for premium class vehicles. Unfortunately for the classic, economical fleet, the use of "incognito" vehicles may cause many problems. These problems include, for example, the lack of brand recognition on the market as well as the need to look for a vehicle in a maze of other cars located in parking lots, which very quickly discourages users from using the systems [46].
An important aspect from the point of view of the functioning of the brand and the implementation of innovative solutions is direct cooperation with its customers. This approach is the basis for the concept of open innovation [47][48][49]. Research shows that 93% of companies do not allow users to make decisions when changing the visual communication of their systems. It is worth noting that its involvement could significantly affect the company's visualization because, according to research, users actively report information on the visual condition of vehicles, and each company gives them such opportunity. Moreover, in 64% of surveyed companies, users also report the level of their satisfaction with the company's visual communication. An interesting fact is the multitude of problems related to visual communication, which is indicated by users. Research shows that system users, depending on the type of system and the fleet offered in it, present contradictory positions on complaints regarding vehicles from the issue of a logo that is too small, badly selected, too visible, or too little visible. These issues result from the fact that enterprises do not review their own visual communication and do not adapt it to the needs of users.
When analyzing the visual communication of enterprises from the marketing point of view, the respondents indicate that 86% are not sure whether it has a chance to translate into an increase in the attractiveness of the company and an increase in market competitiveness. Moreover, 43% of respondents also emphasize that they would not change their communication even if required by the market situation and competition. World research confirms that marketing is one of the most important areas in which visual communication dominates today [50]. Therefore, it is especially essential that the company is able to adapt to the today's visual world so that its communication with the target audience is more meaningful and effective [51,52]. Due to these types of activities, appropriate visual communication can successfully translate into increased market competitiveness [50][51][52].

Conclusions
In conclusion, the conducted research has shown that visual communication is not used quite correctly by the operators of the shared mobility sector. Even though operators use single practices of its implementation, the overall consistency is lacking, which would add value to the brand. Insufficient commitment to the importance of visual aspects translates into many different problems and challenges regarding the proper functioning of the fleet in urban transport systems or inadequate demand from customers.
From the point of view of smart city development, it is particularly important to increase the visibility of the selected smart services [52,53]. Smart city researchers regularly emphasize that the visibility of services is not obvious, and it causes many difficulties with the proper development of not only the websites themselves but also the cities. Therefore, it is particularly important to inform all service providers about the need to develop appropriate visibility strategies for their own companies and implement them [52,53].
Based on the results obtained, it is recommended to operators of the shared mobility industry who want to operate in smart cities:  Moreover, the recognition of shared mobility systems and their fleets is particularly important now, in the post-pandemic period. Research indicates that, during the pandemic, there were changes in public transport behavior, but individual transport was not abandoned [54]. Moreover, forecasts indicate that societies will continue to be skeptical about drastic transport changes, including resignation from individual car journeys [55]. Moreover, it is even emphasized that many people, due to the possibility of contracting the virus in public transport in these planes, will want to travel by cars instead [54]. Even more as it is emphasized that providers of shared mobility in the post-pandemic period should work together to design mobility services citizens need and evaluate the most effective practices and try to improve communication with users [56]. Therefore, the postpandemic period is a good time for the industry to take all the steps towards appropriate visual communication.
As with all scientific studies, this article also has limitations. The main limitation is its territoriality, because the research relates only to the Polish market of shared mobility systems. Moreover, due to the reluctance of some operators to share data, it was not possible to investigate the entire Polish market of shared mobility services. Due to the lack of similar research on visual communication in coded mobility systems, the authors were unable to refer directly to other research results obtained by national or global researchers. Because of the limitations of the GDPR and the confidentiality of the research, the authors were not able to indicate the specific names of the companies that took part in the research.
In future studies, the authors plan to extend the proposed analyzes to other European countries to obtain an interesting comparison of the approach to visual communication in relation to the European continent.  with limited capacity to give informed or research on persons whose capacity to give informed or free consent to participate in research and who have a limited ability to refuse research before or during their implementation, in particular: children and adolescents under 12 years of age, persons with intellectual disabilities persons whose consent to participate in the research may not be fully voluntary prisoners, soldiers, police officers, employees of companies (when the survey is conducted at their workplace), persons who agree to participate in the research on the basis of false information about the purpose and course of the research (masking instruction, i.e., deception) or do not know at all that they are subjects (in so-called natural experiments); research in which persons particularly susceptible to psychological trauma and mental health disorders are to participate mental health, in particular: mentally ill persons, victims of disasters, war trauma, etc., patients receiving treatment for psychotic disorders, family members of terminally or chronically ill patients; research involving active interference with human behavior aimed at changing it research involving active intervention in human behavior aimed at changing that behavior without direct intervention in the functioning of the brain, e.g., cognitive training, psychotherapy psychocorrection, etc. (this also applies if the intended intervention is intended to benefit (this also applies when the intended intervention is to benefit the subject (e.g., to improve his/her memory); research concerning controversial issues (e.g., abortion, in vitro fertilization, death penalty) or requiring particular delicacy and caution (e.g., concerning religious beliefs or attitudes towards minority groups) minority groups); research that is prolonged, tiring, physically or mentally exhausting. Our research is not done on people meeting the mentioned condition. Any of the researched people: any of them had limited capacity to be informed, any of them had been susceptible to psychological trauma and mental health disorders, the research did not concern the mentioned-above controversial issues, the research was not prolonged, tiring, physically or mentally exhausting.

Informed Consent Statement:
Informed consent was obtained from all subjects involved in the study.

Data Availability Statement:
The data presented in this study are available on request from the authors.

Conflicts of Interest:
The authors declare no conflict of interest.