CHARTER PLT FLYING AN SMT WAS UNFAMILIAR WITH ARPT AND DID NOT PICK UP ON RWY CHANGE FROM RWY 31 TO RWY 13. TAXIED ACROSS ACTIVE RWY.

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CHAIN OF EVENTS: AFTER LNDG ON RWY 31R AT DAL; I PICKED UP FREIGHT ON THE NE SIDE OF THE FIELD. I WAS THEN INFORMED THAT I HAD ADDITIONAL FREIGHT AT A DIFFERENT LOCATION. SINCE IT WAS MY FIRST TRIP TO DAL FOR THIS COMPANY; I TOLD GND THAT I WAS UNFAMILIAR WITH THE ARPT SEVERAL TIMES. THE GND CTLR TOLD ME TO TAXI; HOLD SHORT OF RWY 13L; WHICH I READ BACK TO THE CTLR. DURING THE TIME THAT IT TOOK TO LOAD SEVERAL BAGS OF CARGO; THE TWR HAD SWITCHED RWYS FROM RWY 31R/L TO RWY 13R/L. AFTER XING THE ACTIVE RWY; I REALIZED MY ERROR AND WAS SHORTLY THEREAFTER INFORMED BY GND CTL. CONTRIBUTING FACTORS: 1) BEING UNFAMILIAR WITH CARGO AREAS AT THE ARPT. 2) HAVING JUST LANDED ON RWY 31R; ALTHOUGH I READ BACK '13L;' IN MY MIND I WAS SAYING '31L.' 3) BEING UNFAMILIAR WITH WHERE I WAS TO GO; MUCH OF MY ATTN WAS FOCUSED OUTSIDE OF THE COCKPIT; LOOKING FOR THE FREIGHT HANDLERS; I DID NOT SEE ANY TFC ARRIVING OR DEPARTING ON THE RWY. SINCE I OBSERVED NO TFC; AND DID NOT SEE WHY I WOULD BE HOLDING; LEADING ME TO BELIEVE THAT I STILL HAD A LONG WAY TO TAXI AND WAS TO HOLD SHORT OF RWY '31L.' HUMAN PERFORMANCE CONSIDERATIONS: THE FAA HAS PRODUCED A BOOKLET ENTITLED 'JUDGEMENT TRAINING FOR STUDENT PLTS' WHICH OUTLINES 'MENTAL SET.' THAT MEANS THAT WHEN YOU THINK OF A SIT IN A CERTAIN WAY IT FORMS AN ALMOST UNSHAKABLE IMPRESSION; AND INFLUENCES THE WAY YOU VIEW A SIT. SINCE I LANDED ON RWY 31R; I WAS THINKING THAT TO GET TO THE FREIGHT LOCATION I WOULD NEED TO CROSS RWY 31R&L. ADDITIONALLY; THE SIMILAR SOUNDING RWY NAMES DIDN'T HELP TO CLARIFY THE SIT. CORRECTIVE ACTIONS: MANY TIMES WHEN ATC ISSUES AN ALT SUCH AS 10000 FT THEY USE THE PHASE 'ONE ZERO THOUSAND; TEN THOUSAND.' GND CTLRS COULD SAY 'ONE THREE L; THIRTEEN L' TO HELP PLTS UNDERSTAND AND PREVENT CONFUSION. CTLRS COULD ALSO SAY THE CLRNC IN A DIFFERENT WAY RATHER THAN JUST REPEATING THE SAME PHRASE; ESPECIALLY IF IT APPEARS THAT THE PLT IS MAKING AN ERROR OR NOT UNDERSTANDING THE SIT. PLTS COULD ALSO LISTEN TO ATIS BEFORE TAXIING TO DOUBLECHK THE ARPT SIT.