The issues related to road safety and the complexity of the driving task present a continuously increasing burden for the driver. In order to support this task, the existing on-board systems in vehicles primarily display visual messages, forcing drivers to move their eyes from the road. This paper presents a survey of studies related to perception and cognitive attention of drivers when this information is presented on the windshield (Head-Up Displays). Past research has suggested that this technology is considered as a possible solution for reducing the time and frequency of drivers moving their eyes of traffic. However, this technology brings its own challenges that are discussed in this paper. Augmented Reality concept is also presented because this solution adds new challenges to the technology as the risk of occlusion of real objects that are relevant to the traffic as well as phenomena like perception tunneling and cognitive capture.