A lot of thought goes into the colors motorists see on highway signs.
In the early 1900s, roadway signs in the United States were a hodgepodge of materials, colors, fonts, shapes, and symbols that were often difficult to see at night and varied from state to state or even city to city. As automobile use became widespread and more people took to the open roads, there was a clear need for improved wayfinding and uniform signage.
The standardization of roadway signs began in the 1920s. Multiple automobile clubs and transportation departments came together and developed guidelines on sign design, placement, shapes, and colors. These early guidelines provided a strong foundation for the roadway sign standards we use today, which are updated as new research and technologies arise. Many of the original color designations from the earliest guidelines remain today, since they were chosen based on visibility and theories of color association.
The first color that comes to mind when you think about highway signs is probably green. Green signs provide directional guidance, such as exit information, or indicate permitted traffic movements. Green is a cool and non-distracting color, while the accompanying white text provides high contrast for clear readability day or night.
Blue signs offer traveler information — like nearby hotels, gas stations, and food, or roadside assistance numbers — while brown signs signify recreational, cultural, or historic areas. Both blue and brown, being cool and neutral colors, are meant to be easily identifiable without distracting drivers since they display helpful but not crucial information.
Red signs are designed to immediately grab drivers’ attention and are used for imperatives that direct motorists to stop, yield, or not enter a roadway. This “hot” color also alerts drivers when they are going the wrong way. Next to red on the color wheel is orange, which is used for temporary traffic control signs, often found on construction sites. The color is universally associated with caution and alerts drivers to changing road conditions. Yellow signs also serve as warnings. While they share orange’s association with caution, yellow signs are permanent and typically indicate curves, lane merges, or other roadway changes ahead.
White signs with black text are regulatory and inform drivers of the rules of the road. These signs may indicate the speed limit in the area or include messages such as “No Left Turn” or “Do Not Pass.” Their high contrast makes them easy to spot, without the distraction of color.
Other colors you may encounter on the road include purple for electronic toll collection signs, fluorescent pink for incident management signs, and fluorescent yellow-green for pedestrian, bicycle, and school warning signs.
Every color on roadway signs serves a purpose. Each standardized color helps drivers quickly recognize the type of information being presented so they can make safe decisions on the road. Next time you’re on the road, take a moment to which signs stand out to you.