Messages on variable message signs’ effectiveness depends on how they are designed and displayed. TRB hosted a webinar on Tuesday, September 9, 2025 from 1:00 PM to 2:00 PM Eastern that explored how behavioral science and human factors shape the effectiveness of safety messaging on variable message signs. Presenters shared findings from human factors studies that assess how quickly and accurately drivers comprehend messages when displayed for limited viewing times. Presenters also highlighted guidelines developed to optimize the content and display of traffic safety messages.
This webinar was based on BTSCRP Report 3: Behavioral Traffic Safety Messaging on Variable Message Signs.
This webinar was sponsored by TRB’s Behavioral Traffic Safety Cooperative Research Program.
The slides are available. 
 
Webinar agenda and presenters

• Key content, design principles and execution strategies for traffic safety messaging effectiveness – Gerald Ullman, Kittelson LLC
• Design, conduct, and results of a human factors study to test traffic safety messages displayed on variable message signs – David Wolfe, Drive Engineering Corporation
• Question and answer session moderated by Richard Retting, Transportation Research Board

The first 40 minutes of the webinar were for presentations and the final 20 minutes were reserved for audience questions.
 
Learning Objectives
At the end of this webinar, participants can:

• Apply effective content and display strategies that enhance the effectiveness of traffic safety messaging
• Evaluate the impact of humor, wit, and pop culture references in safety messages and recognize when such approaches may reduce message effectiveness
• Develop clear, effective traffic safety messages that promote good driving behaviors

 
Professional Development Hours
This webinar was delivered as a scheduled – e-learning live event and is categorized within RCEP as Technical, Health and Safety.
Professional Development Hours (PDHs) earned on completion of this program were reported to the Registered Continuing Education Program (RCEP). Certificates of Completion are issued to all participants via the RCEP.net online system. Complaints about registered providers may be addressed to RCEP, 1015 15th Street, NW, 8th Fl., Washington, DC, 20005.
American Institute of Certified Planners Certification Maintenance Credits
This webinar was approved by the American Planning Association (APA) for 1.5 Certification Maintenance (CM) Credits. CM credits provide continuing education opportunities for AICP Certified Planners to continue their professional skills and knowledge. To receive CM credits, Certified Planners should visit the TRB event webpage on American Planning Association and register their participation. If you have problems reporting your CM credits or have general questions about the CM program, please contact the APA.