Signage is an important tool to bring in highway traffic, but locations only have a few seconds to grab drivers’ attention.
“Signage studies show that it takes about five seconds due to cognitive load to look at a sign and determine what that sign says,” said Curtis Dukes, director of digital solutions and integration for Sunshine Electronic Display Corp. “At 70 miles an hour, you only have three seconds.”
That’s why signage needs to be clear and concise. “Drivers scan. They don’t study a sign,” Dukes added. “Complexity will hurt you.”
During NATSO Connect 2026, Dukes told attendees that drivers are scanning signs for brand recognition, price advantage or a compelling amenity and recommended operators simplify their messaging so it can be understood at speed in real-world conditions.
03-25-2026