Creating Effective Graphic Changeable Dynamic Message Sign (DMS) Messaging

Kondyli, Alexandra; Schrock, Steven D.; Mahajan, Kirti; Masud, Saumik Sakib Bin; Karki, Aayush Maan; Shrestha, Saurav; Tabatabaei, Mahgam · 2026 · ROSA P / Kansas. Department of Transportation. Bureau of Materials and Research

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Summary

This study addresses the challenge of ensuring transportation safety messages on Dynamic Message Signs (DMS) are comprehensible to all drivers, particularly non-native English speakers and older adults who may struggle with text-only messaging. While graphics are often proposed as a solution to improve comprehension, their effectiveness compared to text-only campaigns, and specifically their efficacy when used without accompanying text, remained uncertain. The research aimed to determine whether graphics enhance message comprehension and effectiveness, and to establish guidelines for when graphics should be used as standalone elements versus supplements to text. The researchers employed a mixed-methods approach involving focus group discussions and data collection via a driving simulator at the University of Kansas. Participants were exposed to various safety-related DMS graphics, both with and without text, representing scenarios such as crashes, congestion, and flaggers. The study measured five key metrics: conspicuity, comprehension, ease of use, intention to comply, and memorability. Statistical analyses, including logistic regression, were conducted to evaluate the impact of demographic factors, such as age and native language status, on sign interpretation accuracy. The results demonstrated that DMS signs combining graphics and text consistently outperformed graphics-only signs across all measured metrics. Signs lacking text received the lowest scores, resulting in poor interpretation accuracy and low compliance intentions. Statistical analysis confirmed that the presence of text significantly improved message effectiveness by narrowing the comprehension gap between native and non-native English speakers. Additionally, driver age influenced performance, with individuals older than 41 demonstrating higher effectiveness scores, likely attributed to greater driving experience. Logistic regression identified age, literacy rate, and the presence of text as positive predictors for accurate sign interpretation. The findings conclude that graphics alone are insufficient for effective DMS communication. However, pairing graphics with text enhances comprehension and compliance for all populations, offering particular benefits to non-native speakers and young drivers. The study recommends that transportation agencies prioritize text-graphic combinations over graphics-only displays to ensure clear communication. Furthermore, the authors suggest implementing awareness initiatives to improve driver familiarity with graphic signs, thereby supporting the broader adoption of visual aids in traffic management systems.

Key finding

Dynamic message signs combining graphics with text consistently outperform graphics-only signs in driver comprehension, compliance, and memorability, particularly reducing interpretation gaps for non-native English speakers.

Methodology

simulator

Provenance

The full processing record for this entry. Every stage of this paper's journey through the pipeline is logged — what ran, with which tool and model, how many attempts it took, and when it last completed. Discovered via bulk_ingest_rosap on 2026-05-23 (5 acquisition events logged).

Summary generated by qwen3.6-27b-prismaquant on 2026-06-10; verification: verified.

Topics

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• signage environment
• sign visibility legibility