Sign and Poster Guidelines for the Forest Service, Page 49

Sign and Poster Guidelines for the Forest Service

Chapter 10A Visitor Information Signing
Interpretive

10A.1 Purpose

Interpretive signs are the single most popular form of interpretation and make more contacts than all other communication combined. They are commonly used for self-guided trails, wayside exhibits, scenic byways, and other points of interests, such as viewing areas, resource management areas, or visitor information kiosks.

Interpretation is defined by the National Association for Interpretation Board of Directors as ".a communication process that forges emotional and intellectual connections between the interests of the audience and the inherent meanings of the resource." Interpretation tells a story and brings meaning and interest of a subject for the enjoyment of the visitor. Interpretation should be enjoyable, relevant, organized and thematic; moreover, interpretation should be purposeful. Interpretive programs and products such as signs that address the agency's mission and management goals can help affect positive behavioral change. Quality interpretation can also influence visitors to make more thoughtful choices regarding the stewardship of the resources both on- and offsite. Thus, interpretation can save lives, reduce vandalism, decrease wildfires, protect wildlife and cultural artifacts, and enable visitors to become more appreciative of their environment and historical legacy.

10A.2 Guidelines

Interpretive signs are part of the Forest Service Interpretive Service program. They should engage the visitor, appeal to different learning styles, be accessible, and use interpretive techniques effectively. Each sign should be based on one central theme (an intended message expressed in a complete sentence) that links the site's tangible resources to intangible, universal concepts.

Base decisions on where to provide interpretive signs on a knowledge of recreation experience objectives. For example, if a dimension of the experience is unassisted discovery of the natural history of an area, interpretation may be appropriate at the trailhead but not along the trail.

Do not use interpretive signs in the wilderness.

Interpretive signs should be developed using the following guidelines:

The information must be accurate and should be based on a solid theme and central message.
Graphics, poetry, or other art forms should be used to illustrate the central theme. A general rule is to make two thirds of the sign graphics and one third text.
Telling stories or describing events is a more effective way to teach concepts than simply identifying and providing straight facts. Don't tell everything. Leave something for the visitors to discover. Tell less but tell it well. "Encyclopedias on the walls" should be avoided at all costs.
Don't interpret things that are nearby; stick to what is right at or visible from the site where you will place the interpretive sign.
When developing text, apply the 3-30-3 rule. A person should be able to skim the bold titles on the sign and understand the key message in 3 seconds. He should be able to read the mid-sized text and get some details in 30 seconds, and he should be able to read the entire text and look at the graphics in 3 minutes. The overall appearance of the sign as a result of the combination of graphics, colors, layout, and titles, will contribute to a visitor's decision to read the sign.
Get to the detail. Refine the level of detail until it has relevance to your audience.
Do a brief analysis before you design and locate a sign. Consider:
- Will there be enough visitors to make the sign worthwhile?
- Does this make one too many signs for the area?
- Is a sign the best medium to convey the interpretive message?
- Who will design the sign? How much experience do they have?
- What is the expectation of the visitors? Why are they there? Have you done an audience analysis?
- Who will maintain the sign? Are there funds or sources to maintain it?
- Can real objects be used or incorporated into the sign?

Additional information pertaining to Interpretive Services is found in the Forest Service Manual Chapter 2300 and Exhibit Media Chapter 1600. Oversight and coordination of Interpretive Services takes place at all three organizational levels within the agency. The Interpretive Services Program Manager, Recreation and Heritage Resources, Washington Office, sets national policy and guidance and works with the National Exhibit Coordinator, Office of Communication, Washington Office.

Image of a visitor information sign with reference to: Last Stand of a River of Lava.
Last Stand of a River of Lava, Surprising Diversity
-for lower Table Rock Natural Area.

Each regional office has an interpretive specialist who serves as the regional liaison between the national office and the field units. It is important to note that the regional interpretive specialist is the technical expert on matters pertaining to planning, designing, and implementing interpretive products such as signs, media, and presentations aimed at increasing visitors' appreciation for natural and cultural resources and land management issues.

In producing an interpretive sign, it is recommended that you follow four steps: planning, designing, fabrication, and installation. Whether the project is small or large, the process is the same. Obviously, in a large project, each step can become a major element of its own. All steps are important and closely related, and one should not be done without full consideration of the others.

10A.3 Planning

Interpretive sign development requires expertise in many areas including: site specific subject matter, interpretive message and text development, and graphic layout and design. Most units will need to obtain at least some of this expertise and/or services from an enterprise team or a commercial contractor. It remains the responsibility of the unit staff, however, to oversee the planning and design process, as well as provide the necessary reviews and approvals for the project to move forward.

Early in the process, the unit should appoint a project leader. In turn, the project leader will often assemble a sign development team consisting of subject matter experts and an interpretive specialist. Involving them in the process early is essential to avoid pitfalls. It's also important to investigate whether the forest or grassland has a current (within 2 to 3 years) Master Interpretive Plan (or Interpretive-Education Plan). The Master Interpretive Plan will help guide and ensure complementary themes and messages for telling the story or describing the special qualities of the national forest or grassland.

A brief outline of interpretive planning follows; however, for sign projects, consultation with an interpretive specialist is required and a more comprehensive, interdisciplinary approach needs to be taken to ensure the appropriate media mix.

Interpretive sign planning is a problem-solving, decision-making process that blends the resource stories with management needs and site considerations to enhance visitor experience. It is an exacting process that requires involvement of interpretive specialists and planners and an interdisciplinary approach. Additionally, the planning process should integrate a variety of planning documents and tools such as the Forest Land and Resource Management Plan, Agency Strategic Plan, Forest Interpretive Plan, the Forest Service Outdoor Recreation Accessibility Guidelines, Scenery Management System, and Recreation Opportunity Spectrum (ROS), to ensure consistency of priorities, messages, and tangible outcomes.

Mission, purpose, and significance statements, as well as primary and secondary interpretive themes should be extracted from the existing planning documents. If the forest's interpretive plan is more than 5 years old, a new forest interpretive plan should be developed before proceeding with a sign plan or creating any new interpretive signs.

Signs can inform, guide, and act as connectors, thereby giving meaning to the visitor's experience by creating an impression and setting a tone. Interpretive signs can encourage visitors to walk and discover the resource or site by engaging the five senses - sight, smell, taste, hearing, and touch.

There are three critical components for developing interpretive signs that will create an intellectual and emotional experience: message, audience, and resources.

Message: An interpretive theme statement is a single statement that summarizes, articulates, and distills what you want to convey about the resource and/or site. The interpretive theme statement links the tangible resource to an intangible meaning. What needs to be communicated affects the method of communication and vice-versa. It is important to ask if the message or information is useful, important, and necessary and whether a sign is the best way of presenting the message.

Audience: Audience research and market research are important for knowing who is visiting your site and how to communicate effectively with them. Useful information on visitors may be found in your particular forest's National Visitor Use Monitoring data and National Survey on Recreation and the Environment (Southern Research Station), as well as from state tourism offices or local convention and visitor bureaus.

Resources: The knowledge and expertise of personnel and the quantity of funds available for creating interpretive signs will influence the kinds of media selected.

10A.4 Design

The critical components of planning dictate the design elements and vice versa. Therefore, it is important to think of planning and designing as complementary processes that share equally in the quality and effectiveness of the interpretation. Like planning, design is a problem-solving, decision-making process aimed at developing a product that serves its intended purpose. Several aspects need to be considered during the design stage. The layout of the interpretive sign needs to ensure a focal point, movement, balance, unity, and proportion. The selection of the sign material needs to consider the long-term durability, permanence, maintenance, vandalism risk, color, and graphic needs of the sign.

Image of a visitor information sign with English and Spanish content with reference to : Bird's Eye View.
Bird's Eye View-El Portal Visitor Center, Caribbean National Forest.

It is critical that professionals such as graphic designer/illustrators, interpreters, and other experienced personnel be retained for this purpose.

Good sign design includes the basic elements: text, layout, graphics, and sign supports.

10A.4.1 Text

Letters for text body should be at least 24 to 36 points in size, subtitles 40 to 48 points, captions 18-point minimum, and titles at 90 to 120 + points for most signs.
Entire blocks of text should not be in all capital letters. Break up continuous blocks of text into sections interspersed with graphics or photography.
Text messages should be written to convey a simple message.
Titles should be bold and draw attention.
Focus on only one theme per sign with one to two related topics.
Research the topic thoroughly. Check and recheck facts. Edit, edit, edit.
Bring extra "eyes" in for review.
Be concise. Use as few words and write as simply as possible. Limit text to 125 words or less if possible. Sign should be no more than one third text.
Write directly to a wide range of visitors and in terms they can readily understand. Avoid scientific facts, bureaucratic jargon, and acronyms.

10A.4.2 Layout/Graphics

A single graphic can replace many words, focus the attention of the viewer, and lead the eyes through the sequence. Graphics add beauty and interest to the sign face.
Make the sign the right size. Avoid perfectly square panels; rectangular shapes are more appealing and cost effective.
New materials and technology allow signs in a variety of shapes. While varied shapes may cost more, they can enhance the appeal of the sign and the delivery of the message.
Make signs no larger than necessary, and avoid billboards.
Allow the right amount of space around the text, graphics, and headings. Do not crowd the text; keep the sign face simple and uncluttered. Leave room for frame and mount.
Do not use garish colors, awkward designs, or unusual symbols or words unless directly related to the theme of the message.
Appropriate colors reflecting the surrounding environment and theme should be incorporated into the design. Use color to provide variety, emphasis, and unity.
Select artwork that is appropriate, professionally executed, and realistic. Graphics should be clear and easy to identify and should complement the text.
Do not use graphics to decorate the sign face.
Use high-contrast graphics that can be read easily by all populations.
As a rule, illustrations and photos should not be mixed on the same sign.
Do not overdo the number and size of photographs. Make sure accurate credit captions are included for all proprietary images.

Image of a visitor information sign with reference to: Be Bear Aware.
Be Bear Aware-Joe Brown Trailhead Gallatin National Forest.

10A.5 Fabrication

Fabrication includes sign face and base material selection, and actual construction. Base the final selection of the sign and sign base material on analysis and research. Consider factors such as the ability to convey the interpretive message, durability and future maintenance, the ability to reflect the Built Environment Image Guide (BEIG) and ROS of the area, and type of use it will receive.

10A.5.1 Sign Face Materials

Some factors that should be considered are:

The amount of presence or agency patrol at the site. Remote sites have more potential for vandalism in high-investment or popular, highly visited sites such as scenic byways and overlooks.
Cost versus benefit. How long can you expect the sign to be in serviceable condition for the budget you intend to spend? In certain locations, it will be logical to invest in a higher cost material because over time, it will not need to be maintained or replaced as often.
The ease with which the sign can be replaced when it has been damaged or degraded by the weather or there is a need to change the message.
The capability of the sign medium for graphic resolution and color. Will the medium display the text and graphic crisply and clearly and can it be read easily by the visitor?
The ability of the material to reflect the interpretive and design themes of the site.
Likelihood that the material will produce glare.

Image of a visitor information sign with reference to: Horse Sense.
Horse Sense—Joe Brown trailhead
Gallatin National Forest

Table 10A-1 compares the 12 most popular interpretive sign materials.

Table 10A-1—Comparison of 12 popular interpretive sign materials
Sign materials performance factors (below)	Porcelain enamel	Anodized aluminum	Screened fiberglass embedment	Digital laminate composite	Digital embedded fiberglass	Digital sheet	Back screened Lexan	Screened wood laminate	Routed wood	Sandblasted wood	Stone etching	Vinyls polyethylene polycarbonite
Graphics and Color
Graphics capability/ resolution	Excellent	Good, line art only	Very good	Very good	Very good	Very good	Very good	Poor to fair	Poor	Fair to Good	Good, line art	Fair, line art
Color retention over time	Excellent	N/A	Fair to good	Unknown	Unknown	Unknown	Fair to good	Poor to fair	Poor	Fair	N/A	Poor
Range of colors	Excellent	Poor to fair	Very good	Very good	Very good	Very good	Spot colors/Fair	Poor to fair	Poor	Poor	N/A	Poor
Photo reproduction capability	Excellent	Good, halftones	Very good	Very good	Very good	Very good	Good	Fair	N/A	N/A	Good, Halftones	Poor
Material durability
Life expectancy in serviceable condition	Excellent 40 yrs+	Excellent 40 yrs+	Good 8 to 10 yrs	Good 10 to 12 yrs	Good 8 to 10 yrs	Fair 2 to 3 yrs	Good 8 to 10 yrs	Fair 4 to 6 yrs	Fair 5 to 7 yrs	Fair 5 to 7 yrs	Excellent 40 yrs +	Poor to fair 2 to 3 yrs
Scratch/abrasion resistance	Excellent	Poor	Very good	Very good	Very good	Poor	Matt finish -good	Fair	Poor	Poor	Poor	Poor
Cracking/peeling/warping resistance	Excellent	Excellent	Fair to good	Very good	Fair to good	Poor to fair	Good	Good	Excellent	Excellent	Excellent	Excellent
Maintenance	Annual wash/wax	Annual wash	Bi-annual wash	Bi-annual wash	Bi-annual wash	Annual wash	Bi-annual wash	Bi-annual wash	Stain every 3 yrs	Stain every 3 yrs	None	Replace
Impact resistance (Hard blows-gun shots)	Poor	Poor	Very good	Very good	Very good	Poor	Good	Poor	Poor	Poor	Poor	Poor
Graffiti removal	Excellent	Poor	Very good	Very good	Very good	Good	Good	Good	Poor	Poor	Poor	Fair to good
Replacement/duplication	Poor	Poor	Excellent	Very good	Excellent	Very good	Good	Fair	Poor	Poor	Poor	Excellent
Typical applications
Development niche-natural, rural,urban	All	Rural/urban	All	All	All	Urban	All	Natural/rural	Natural/rural	Natural/rural	Natural/rural	Rural/urban
Framing needed	Flats-yes, Return edge-no	No	Yes	3/8-in, yes, ½-in +, no	Yes	Yes + backing	Yes	No	No	No	NO	Yes + backing
Trail waysides	Good to very good	Good	Very good	Very good	Very good	Good	Good	Fair	Poor	Poor	Good	Good
Highway/scenic byway waysides	Excellent	Good	Very good	Very good	Very good	Good	Good	Fair	Poor	Poor	Good	Good
Site and facility identification	Good	Excellent	Good	Good	Good	Good	Fair to good	Very good	Good	Excellent	Poor	Poor
Information/bulletin boards	Poor	Poor	Poor	Poor	Poor	Good	Fair to good	Excellent	Poor to fair	Poor	Poor	Very good
Memorials/plaques	Poor	Excellent	Poor	Poor	Poor	Poor	Poor	Poor	Poor	Fair	Very good	Poor
Vegetation/artifact labels	Good	Excellent	Very good	Very good	Good	Poor	Poor	Good	Good	Very good	Good to very good	Fair
Overall Assessment
Advantages/benefits	Durability/ resolution	Professional image	Replaceable/ durable	Durability/ cost	Durability	Multi-surface Applications	Durability	Local Fabrication	Rustic look	Rustic look	Rustic/site blending	Economics
Drawbacks/disadvantages	Chipping/ rusting	Scratching is permanent	UV damage	New-years of service?	UV damage	Thin surface/UV	Scratching is permanent	Weather/ gun shots	Maintenance/ gun shots	Dents/ fading	Graffiti is permanent	UV damage warping
Value for the money	Very good	Fair to good	Good	Excellent	Good	Good	Good	Good	Poor	Fair/special application	Good/special application	Fair
Relative cost	Very high	Very high	High	Low	low to moderate	Very low	Moderate	Low to moderate	High	Very high	High	Low

10A.5.2 Sign Supports

Give as much consideration and thought to what will support the sign as to the sign face itself. When designing a sign, make sure that the support structure complements the interpretive message and theme. Sign supports are esthetically pleasing only when they relate to the sign purpose and surroundings. They also can imply permanence and respect for the site and provide a link to the site character, ROS, and BEIG design themes. Some factors that should be considered are:

Sign supports should convey the interpretive themes and reflect continuity to other signs and exhibits in the area. Establishment of an area design theme as discussed in BEIG will guide the selection or design of sign supports. Sometimes the site application will suggest that a specific sign support base be designed with native materials, complete with working drawings. In other applications, a standard commercial support base will suffice.
Low-profile, diagonal faced signs are appropriate for trails and overlooks. Signs may be more readable from a vehicle if vertical at a 90 percent angle. Seek to understand the site and setting to blend the sign into the site.

Chapter 10A Visitor Information Signing Interpretive