"Part of the GreaterYellowstone Ecosystem's draw is its magnificent megafauna, especially its bears. Excited tourists who see grizzly or black bears sometimes pull over to snap photos or even leave their cars, endangering both themselves and the bears. The National Park Service and other agencies have long used signs to warn people away from roadside bears, but little research has been done on whether the messages work and why."
"A federal agency's name carries weight. Study participants said they felt compelled to comply when signs name-dropped the U.S. Fish and Wildlife Service, as Signs 1 and 2 did by including the agency's logo. Style elements associated with an agency's brand, such as Sign 1's brown color scheme and font, also strengthened the sign's authority by invoking an agency's professionalism and decades-long heritage."
Feedback on four prototype roadside signs identified three core qualities of effective messages. Signs must capture attention within a split second by using pithy language and contrasting color palettes so text and art pop. Excessive text or cluttered graphics reduce clarity; one prototype was too text-heavy while another contained extraneous imagery that distracted from the message. Bold, high-contrast designs, such as deep blue text on a stark white background, improved visibility. Inclusion of a federal agency’s name, logo, and recognized style elements strengthened perceived authority and increased compliance. Overly stylized or lighthearted elements undermined the signs’ command-like tone and effectiveness.
Read at High Country News
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