‘Typography as image’ gets results on trailside signs

Newswise —

The findings of a recent study suggest that park and wild land stewards should familiarize themselves with the concept of "typography as image" and apply it in their practice. The study investigated the impact of trailside signs on users' behavior and concluded that incorporating typography as an image can be effective in shaping user behavior in these natural settings.

The design strategy of utilizing typography as an image is particularly effective in conveying messages such as "leash your dog" or "wipe your feet to prevent invasive plants spreading." By grabbing the attention of users, this approach provides an opportunity for communicators to offer further information to address the "why" question through related text and images. This combination of attention-grabbing typography as an image and supplementary information can enhance the effectiveness of park and wild land signage in influencing user behavior.

The concepts of "attention capture" and "elaboration" were examined in a recent paper set to be published in the June edition of the Journal of Outdoor Recreation and Tourism. A pre-publication version of the paper became available online in January. These factors were identified as crucial in the study's analysis of how typography as image can effectively convey messages in park and wild land signage, influencing user behavior.

The forthcoming article, "The impact of graphic design on attention capture and behavior among outdoor recreationists: Results from an exploratory persuasive signage experiment," is authored by Jeremy Shellhorn, an associate professor in the University of Kansas School of Architecture & Design, and William Rice, assistant professor of Outdoor Recreation and Wildland Management in the Parks, Tourism and Recreation Program and Department of Society and Conservation at the University of Montana. The study was conducted in collaboration with 18 students who assisted in carrying out the experiment during the summer of 2022.

The paper is the result of the latest iteration of Shellhorn’s Design Outside Studio, in which he takes students camping each summer to execute some project that will benefit the public while it offers the students hands-on training.

Shellhorn said Rice learned about Design Outside and contacted him to suggest they collaborate.

Shellhorn explained that Rice expressed interest in integrating the visual design approach of the Design Outside Studio with the strategic messaging expertise of his own students. The two scholars engaged in a collaborative process, exchanging ideas and bouncing concepts off each other. The result was a four-week proof-of-concept project that brought together graphic design students and outdoor recreation and park management students to explore how their respective skill sets could complement each other in a collaborative effort.

According to Shellhorn, Rice's students from the University of Montana had prior experience working with the Missoula Parks and Recreation Department. They were well-versed in the "resource issues" that the department faced, such as the spread of invasive plants and the problem of unleashed dogs on recreational trails. This knowledge and hands-on experience provided a solid foundation for the collaborative project, allowing the students to address real-world challenges in their exploration of how graphic design could effectively communicate important messages related to outdoor recreation and park management.

“They came up with some positive messaging around it, and then presented those messages to my class on Zoom,” Shellhorn said. “And then we came up with visual ways that we thought could express those, using proven graphic-design principles.”

To evaluate the effectiveness of the messaging, the designers created six different signs for each of the two topics - dogs and plants. These signs were placed in semi-permanent frames with slots for posters, and then rotated periodically to gather data on trail users' responses. Additionally, the sign related to plants included an accompanying boot-scraping brush, encouraging hikers to use it. This systematic approach allowed the researchers to observe and compare how different designs and messages were received and responded to by trail users, providing valuable insights into the impact of graphic design on behavior in an outdoor recreation setting.

Shellhorn said it was a challenge to meet the park rangers’ communicative expectations.

Shellhorn emphasized that finding the right balance in messaging was crucial, as park visitors typically seek a natural escape without being overwhelmed by signage. It was essential to prompt their attention without overburdening them. Considerations such as typeface, size, and imagery were carefully weighed to create signage that would effectively capture attention and engage park visitors. The challenge was to strike the right balance between prompting action and avoiding excessive messaging that may detract from the overall experience of being in a natural outdoor setting.

“That was a fun thing to bring into the classroom and challenge the students. We could all put the sign up and look at it from a distance and see ‘Is there is there a takeaway from 20 feet away, if you don't want to read the fine type? And how much is somebody willing to read, in this case?’

“At that point, the students are doing it for the project. They're not doing it for me anymore. It's not it's not me saying ‘It's not working.’ It's just not working.”

In each case of dog and plant messaging, Shellhorn said, the best results – by a significant margin -- were gleaned from a “typography as image” approach.

"It's a good strategy because people are reading the words, but they're also reading the image at the same time," he explained. "If you can integrate the text and image in a meaningful way, it makes the messaging more effective. If I have to look at a picture, and then I have to read the text, that's two separate cognitive processes. But if I can make the word 'dog' look like a leash, or 'native plants' look like the actual plants, then suddenly the message becomes more powerful. You don't have to explicitly state 'native plants' in the text; you can convey the same information through the image and use the text to communicate something else."

"That strategy works particularly well when you're aiming for a quick read on a poster or a trailhead sign," Shellhorn added. "In situations where people are on the move or there's a lot of activity around, and you're trying to capture their attention, integrating text and image in a visually engaging way can be very effective."

Shellhorn also noted, "If you can successfully engage someone to read that first message in a creative or interesting way, then you're more likely to prompt them to engage in elaboration - to delve deeper into the information or message being conveyed."