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11-08-2010 Public Hearing: Sign Code Revisions CITY OF WOODBURN Members of the public wishing to comment on items of general business must complete and submit a speaker's card to the city Recorder prior to commencing this portion of the Council's agenda. Comment time may be limited by Mayoral prerogative. NAME: (11ETR4 8 E L_ (t PHONE # 5"63 ?f'---6 0 // ADDRESS: l h7 4 V, S f TT L EV1 1 ER 79-11- AGENDA DATE: /d AGENDA ITEM #: COMMENTS: (.tn rowov, (w5l444 erste AiioKS) FOR OFFICE USE ONLY: Follow -up: Agenda Item #: 10 -A Revision of the Sign Regulations PUBLIC TESTIMONY SIGN -IN SHEET IN FAVOR Please PRINT your name and address if you wish to testify in FAVOR: Name Address .1 SOS /Si k GZC1n u - k ' l I . � r; Agenda Item #: 10 -A Revision of the Sign Regulations PUBLIC TESTIMONY SIGN -IN SHEET OPPONENTS Please PRINT your name and address if you wish to testify in OPPOSITION Name Address • Jim Hendryx From: rjbarman @aol.com Sent: Sunday, November 07, 2010 6:56 PM To: rjbarman @aol.com; Jim Hendryx; bakerbakertow @msn.com Subject: Re: Monument Sign recommendation for Council Mr Hendryx: I just sent the note below. I made an error. 1 meant to type 42 square feet not 45 square feet. We are recommending a 42 square foot adjustment for stations with four or more products. Sorry and thanks. Bob Original Message From: ribarman(c�aol.com To: Jim .Hendryx(c�ci.woodburn.or.us; bakerbakertow(a�msn.com Sent: Sun, Nov 7, 2010 6:52 pm Subject: Monument Sign recommendation for Council Dear Mr Hendryx: My name is Bob Barman and I'm the Chevron operator at the 1 -5 interchange and along with Kevin Baker the operator of the 76 located along the 1 -5 interchange we would like to strongly support the sign code recommendations in front of the City Council. We have a small amendment to suggest. The State of Oregon requires by law that gas stations post prices. As time have changed more and more products are coming on the market driven by the need to improve the environment. We now have E -10 unleaded / 89 Octane unleaded/ Super or Supreme 92 octane unleaded/ diesel and or bio- diesel/ E -15 unleaded and the list goes on. This is a totally different market than in the 1990's when most stations had only two or three products to sell. The request is to allow a station that is selling more than three products to be given an additional 13 square feet of signage for the monument sign (recommended 32sq feet to 45 sq feet) at the freeway off ramp to allow uniformity in the size of numerals at all the stations. In other words if you are selling three products or Tess you would fall under the proposed regulations however if you offer four/ five etc you would be allowed a slightly larger sign to offset this State requirement. I sent under separate cover the analysis of Meyer Sign company that more eloquently explains this issue. Would you kindly share that report with Council. I look forward to speaking at the Council meeting tomorrow and appreciate you sharing this with the Council in advance. Regards. Bob Barman • Jim Hendryx • From: rjbarman @aol.com Sent: Sunday, November 07, 2010 6:52 PM To: Jim Hendryx; bakerbakertow @msn.com Subject: Monument Sign recommendation for Council Dear Mr Hendryx: My name is Bob Barman and I'm the Chevron operator at the 1 -5 interchange and along with Kevin Baker the operator of the 76 located along the 1 -5 interchange we would like to strongly support the sign code recommendations in front of the City Council. We have a small amendment to suggest. The State of Oregon requires by law that gas stations post prices. As time have changed more and more products are coming on the market driven by the need to improve the environment. We now have E -10 unleaded / 89 Octane unleaded/ Super or Supreme 92 octane unleaded/ diesel and or bio- diesel/ E -15 unleaded and the list goes on. This is a totally different market than in the 1990's when most stations had only two or three products to sell. The request is to allow a station that is selling more than three products to be given an additional 13 square feet of signage for the monument sign (recommended 32sq feet to 45 sq feet) at the freeway off ramp to allow uniformity in the size of numerals at all the stations. In other words if you are selling three products or less you would fall under the proposed regulations however if you offer four/ five etc you would be allowed a slightly larger sign to offset this State requirement. 1 sent under separate cover the analysis of Meyer Sign company that more eloquently explains this issue. Would you kindly share that report with Council. I look forward to speaking at the Council meeting tomorrow and appreciate you sharing this with the Council in advance. Regards. Bob Barman 1 Part 111: Using Signs Effectively The Message - Can You Read It? j size, height, placement, and illumination -and how to f:+shion the �, .� :K 4 ��, ��� �y t .- Figure 8.1 message it conveys to ensure it is seen, read and remembered. • x � ` , Y 14...17-- ;7 ,;. ; ' 1 A conspicuous sign Is one - 7-- -. f .,,- __ :•4 3,;" 1 t that stands out from its visu- r � ± .... > - -- �" ^ - ti •, - ^ . c : : al surroundings. Such a sign Visual COIl5()ICUIt) . „ii, - _ in . 1 R C.:� -p , in ' �� � `�- � is likely to be noticed. � n-q ' t Before delving into a discussion of size, height. placement, and r ' ; e +lj , { " ';ur Oy llumination, we first must understand sig conspicuity. A con- " t - -... - . � spicuous sign, by definition, stands out from its visual surround- DNS 1 ___ __ s -: c j cu - '' 7 - • _ ings and has a high probability of being noticed. ,� , - _- I One way to think of conspicuity, as opposed to visibility, legibili- a �: y ` � t 1 (. - r ty or readability, is that the term relates to a sign in its surround- 1 .. 3- „ � a ;.�.' -,,, ,� �' ; ' ings. A sign in isolation may meet all the criteria for visibility (or n detestability at some distance). legibility (letters and /or graphics .p - "+_ .� ``+ can be easily differentiated), and readability (the legend in totali- ty conveys a meaningful or understandable message to the view- j er). However, when that sign is placed in the urban environment, visual environment, the status of peripheral vision (visual field), where it competes visually with other signs, utility poles, traffic control devices. bus shelters, and right -of -way landscaping. it can whether the sign contains borders, the fonts used, the recogniz- ability of forms and shapes, flashing lights or moving elements, become essentially invisible. and the uniqueness of the sign's features. A sign that is conspicuous must noticeably contrast with its hack - ground. That contrast may be attributed to an exogenous Size (unplanned) or endogenous (planned) mindset. with the display having features that attract attention to the sign. In highway liter- Normal visual acuity for people with 20/20 vision has tradttional- ature, this is described as "search conspicuity” and "attention con- ly been thought to be I" of letter height to 50' of distance. That may work fine in a doctor's office, where lighting and color are spicuit} " controlled and the viewer has the luxury of focusing his or her full Search conspicuity is defined as a measure of a sign's detectabili- attention 011 the eye chart. But that standard has been found by ty when the driver is looking for it or the information it contains. ` many experts to be insufficient for outdoor signage. One reason is This would be the. case if a driver were looking for a particular that drivers are not required to have 20/20 eyesight. Most states destination, such as a place to eat. ATtention conspicuity is the allow drivers with 20/4(1 vision to drive without corrective lenses. sign's ability to attract attention when it is not expected by the Thus, experts are now recommending designing signs to accom- driver, such as construction or warning signs. modate the visual needs of drivers with 20/40 eyesight, which is I" of letter height to 25' of distance. Laboratory studies of sign detection have found that if signs are similar, those which are being sought (which have search con - The wording on one sign will obviously be different from that on spicuity) are three times more likely to be seen than those which another, and it is in large part the length of a message that deter- are unexpected (attention conspicuity).i mines the overall size of sign needed. The typical driver can corn- prehend one familiar word or symbol in about 1/3 of a second. The principal factors that affect conspicuity are the signs place - menu within the visual field, its brightness, the complexity of the For example, if a business is located on a street with a speed limit • on -Pre mist Signs as Storefront 8.3 s Marketing Devices and Systems • r— t Fart in: Using Signs Effectively The Message - Can You Read It? l of 30 mph, and its sign contains six words, most people will need ing sign, placed in the right- ol-way and readable from only one about two seconds to read it. Highway literature typically reports direction, to he 5 feet in height from sign base to the bottom edge that once a sign has been read, drivers need between 4.2 and 7.0 of the sign face in rural (or non - complex) driving situations, and seconds in which to react to the sign and make a decision, and an 7 feet in business and commercial (or complex) driving situations. additional 4.0 to 4.5 seconds to safely maneuver the vehicle This "complex" standard recognizes that parked cars, curbside through traffic and stop. During the 10.2 seconds the driver will traffic and landscaping may block sign copy or legends if the face have taken to read the sign. react to it and stop, the vehicle will height is less than 7 feet from the ground. Obviously, on- premise have traveled 449 feet (44 feet per second). signs cannot be located in the right -of -way; therefore, in order to achieve equivalent visibility as public signs, they must conrpen- Written as a formula, this would be: sate for their setback through greater height. V = Velocity (30 mph equals 44 fps) Today, even the federal height standard may be inadequate, given N = Number of words /symbols the influx of 4 -wheel drive pickups and sports utility vehicles on DT = Decision Time (4.2 seconds) our roads. Many of these vehicles are 7 feet or more in height and MT = Maneuver Time (4 seconds) prevent visibility of signs located beyond them. Businesses locat- ed on streets with heavy uzrek traffic also suffer from blockage j V [(N x 0.33) + DT + MTJ = Reading Distance problems, particularly when the streets have Iwo or more lanes of 44 fps 1(6 words x 0.33 sec. /word) + 4.2 sec. +4 sec.J =448.8 feet traffic in each direction. Even on two lane roads, however, these large vehicles can be problematic because they frequently mask If the business's sign must be readable from 449 feet, and letter the sign from view of the drivers approaching a business from the height must be 1" to 25', then letters on the sign must be 18" in opposite lane. Obscuring wayfinding information creates a traffic height (449/25). Assuming each of the six words is 7 letters in hazard, yet many municipalities exacerbate the problem by man - length, and allowing for 18" x 18" for each letter and the space dating monument signs with legend heights of less than 5 feet. around 0, the copy area of the sign would total 95 square feet. Borders and margins typically add another 40% to the size of the Although length and content of a sign's message control the over - sign, for a total of 133 square feet. all sign dimensions, Table 8.1 sets out generally accepted heights for a double -faced sign. These guidelines are based upon the • This formula is utilized with freestanding or building-mounted signage that is oriented perpendicular to the roadway. Size needs Table 8.1 : Standard Sign Size & Height Guidelines for On- Premise Si increase with obliquity, and signs that are mounted parallel to the gnsa roadway actually need to he 70% larger in order to function. Speed Limit Number of Sign Height Traffic Lanes (to top of sign face) Height 25 mph 2 12 feet ; 25 mph 4 12 feet t Because signs are typically seen through a windshield. the height 35 mph 2 1 of the windshield determines the vertical angle at which a driver 20 feet 35 mph I 4 j 20 feet can see a sign. Normally this angle is 5 to 7 degrees. The greater 45 mph 2 the distance at which a sign is to be read, and the further it is set � — - 35 feet — . back from the road, the taller it can be. 45 mph 4 35 feet 55 mph 2 50 feet 55m h Federal highway standards, as published in the Manual on P 4 50 feet Unifinm Traffic Control Devices (MUTCD), require a lreestand- I Urban Freeway N/A 75 feet On- Premise Signs as Sloretront i Marketing Devices and Systems 8.5 L ._ ±__ ._____ . Part 111: Using Signs Effectively The Message - Can You Read It? assumption that the sign's copy sleets the mean Legibility Index Table 8.2: Stopping Ability of Standard Passenger Cars (Li) distance for letter sizes, and the sign is mounted perpendicu- On Dry, Clean, Level Asphalt Pavement tar to the vehicular path within 5 - 10 feet of the nearest edge of the Miles per Hour Feet per Perception Braking Stopping Stopping public right -of -way. Note that although the table lists heights Second Reaction Distance (feet) Distance (feet) Distance on measured to the top of the sign face. the height from the base to the _ Distance (feet) Ice (feet) bottom of the face should always measure a minimum of 7 feet. _ 20 29 44 20 64 110 30 44 66 46 112 1 216 Placement 40 59 88 82 170 354 50 73 109 128 237 526 _ Before opening a business at a particular location, an attempt 55 _ 81 120 155 I 275 625 should be made to determine whether approaching motorists can 60 88 131 184 315 731 see the business in time to respond. The next step in establishing -- communication with prospective customers is to determine 65 95 _ 143 216 359 847 whether the site can be made sufficiently visible to attract them. I 70 103 154 251 405 970 80 1 117 176 328 504 1,247 In order to do this, the business owner needs to understand what Oregon Driver Manual, Form #735 -0037 (11 -00), STK #300011, 2004, p. 33. customers will see on their approach. The topography and layout of the site, as well as any governmental restrictions in the local Table 8.3: Minimum Required Legibility Distances (MRLD) in Varying Situations sign code, may affect sign placement. Once a sign's location has Speed (MPH) MRLD @ 4 MRLD @ 5.5 MRLD with MRLD without ( been determined, it is relatively simple to establish whether it will seconds (in feet) seconds (in feet) Maneuver (in feet) Maneuver (in feet) communicate with passing motorists in time for them to react and per MUTCD a per Garvey, et al 5 per McGee & per McGee & stop. Maces Mace 25 -30 175 225 410 155 A number of sources provide data on driver reaction times and 35 - 235 325 550 185 stopping distances at various speeds. Two possible sources for this 45 - 50 290 405 680 220 information are the Department of Motor Vehicles' driver manual 5 - (see Table 8.2), which notes stopping distance in response to traf L 55 350 485 720 265 5 385 525 i 72 280 fic emergencies and traffic signs /signals, and The Sienaee Sourcebook (Table 8.3), which takes into consideration time need- ed to read and respond to on-premise signage. should weigh heavily in a decision as to whether or not to estab- lish a business at any particular location. For purposes of illustration, assume the speed of traffic in front of the prospective business site is 30 mph, and the street has one lane The size of the sign and length of the message also greatly impact in each direction. One can walk down the street from the site and the legibility distance, so the above exercise should not he con - stand at the legibility distance listed on the table (following the sidered as anything other than a preliminary visibility cheek. recommendations of Garvey, et al in Table 16, the distance would Legibility distances must always be tested to enswe adequate be a minimum of 225 feet), and look at the site. If the storefront is reading and reaction time for the specific sign. not visible, can it he made visible through the proper placement of a sign on the property? Is the view blocked by trees or other Illumination obstructions? Finally, is it possible under the local sign code to secure a permit for a sign that would he readable from that dis- Lighting is a critical feature of signage, heavily impacting its • Lance'? These crucial topographical and governmental factors appearance and effectiveness. 11 ensures the sign is visible and 0n- Premise Signs as Storefront 8.7 Marketing Devices and Systems Part III: Using Signs Effectively The Message - Can You Read It? readable 24 hours a day, in all weather conditions. This is impor- desire signage colors that precisely match their print and otter rant for safe wayfinding because proper illumination enhances a media advertising. Precise color rendering relies on the spectral sign's readability. which decreases the time that the driver is look- composition of the illumination source, which is measured ing away from the road., It is also important for advertising, or according to the Color Rendering Index (CRI). Some forms of branding, purposes. Many people drive on urban streets through- lighting contain a fiill spectrum of light, while others are deficient out the night, visiting theaters, restaurants and bars. Even if the in certain colors. If accurate portrayal of the business's colors is business is closed. they will see the sign and remember its loca- important, a lamp with a high CRI rating should be selected.x Lion for later recall when they need it. A business can create a soft, personable appearance through the Sign lighting methods may be divided into three general types: use of lighting that is "warm" (at the red /yellow end of the spec- trum). \Vartn colors work well for illuminating carved or sand - External illumination, such as floodlighting, where the light blasted signs, signs with gold or earth tones, floodlighted signs, or source is not integrated into the body of the sign, is commonly signs in areas with traditional or historical themes. if a more chit- . used to illuminate billboards and certain types of architectural ical or professional appearance is preferred, a cooler (or signs. The lighting effect is achieved by the intensity and unifor- blue /white) lighting color should be utilized.s mity of light directed from this external source onto the surface of the sign. A properly lighted sign not only projects the suitable image for the business, but is also bright enough that it is neither overshadowed Internal illumination. where the source projects lighting from by other lighting sources in its immediate vicinity, nor is so bright the interior of the sign through a translucent "face" or "faces.' is as to cause annoyance. Table 8.4 shows appropriate lighting lev- commonly used in conjunction with various types of rigid plastics cls for various applications. or plastic fabrics. In this application, interaction between the color of the light source and the color of the translucent material is grit- The Right Signage for the Business ical to the sign's illuminated appearance. A well - designed sign tells people what they will find on the inside Exposed illumination refers to any light source that itself forms of the building. A potential customer with an unmet need should , the message or lettering of the sign. Exposed "neon" tubing is the begin to feel comfortable with the ability of the business to meet most common example of this type; however, incandescent and that need before he or she ever enters the building; once inside, fluorescent light sources may also be used in exposed applica- that feeling of comfort should he further enhanced. The prospec- tive retailer should expend the necessary Lime and effort to ensure that the business's sign will not only be seen and read. but also When a business selects its color scheme, it should consider light- that its message will tell people what they want to know, and per - ing options simultaneously, because the available options can suadc them to stop, enter the store, and purchase the goods or impact the ability to present the business's chosen image. Some services offered inside. Put simply, the sign should reach out and owners want their storefronts to have a consistent appearance 24 talk to people. hours a day. This is best achieved with internal or external Munn- . DittiOn. Exposed illumination. such as cold cathode (or so- called A business owner cannot know how to present the message with- , "neon ") tubing, may offer many benefits (longevity, creative out knowing whom it is intended to reach. Origin- destination design. or exceptional brightness, for example), but will not proj- studies are essential in this regard. An origin - destination study ect an identical image both day and night. provides crucial information beyond generalized traffic counts. It also describes the demographics at any given time of the individ- In addition to around -the -clock consistency, some businesses uals on the street.in This information is critical to the development On- Premise Signs as Storefront 8.9 Marketing Devices and Systems __. _ . -_ - - • r___ i part 111: Using Signs Effectively The Message - Can You Read It? I Table 8,4: Functional Surface Brightness Levels for Acrylic Signs,, 1 1 Ji.)r1: ?1'.11- ;1.111ri:11ri ;tit f: .i'flt l'' Surface Brightness, Descriptive Word for the Typical Function edit(' nominated Visual Appearance The Manual on Uniform Traffic, Control Devices 1(MUTCD), published •by the Federal 6-32 Subtle Highway Administration, it "the' most "respected .authority. on'factors,re)ating to read- ability and ;conspicuity, The MUTCIQ defines; the ",standards used -:by road 'managers 24 - 32 Lustrous Belt signs above storefronts nationwldeltoinstalbandtmaintaiin deviceson ;altstreets;and'highways. Its 40 - 64 vivid Business signs in shopping §olepurpose°is ensure traffic:safety The,'MUTCD regi restheltiseloFpole signs; centers carefullyspecifies'theidistance from'the,heigf9t of ttierroadway.to,the fiottom.ot the'sign. The -upon a,number of factors, such` as' the, number of lanes;' 64 - 95 Radiant Gasoline service stations and th "e traffic;niade.up of trucks ;andithe.speed of traffic, for example. Traffic motel signs erigineers and .have acknowledged''thata.sign that is not visible causes • • 94 - 130 Brilliant Large or high -rise signs which trafficlsafety.,problerrl §., • , , must "carry" over long distances .A.city. exercise the 'same level ..01 care'in,: crafting, its sign•. height, regulations;• ' 130 - 160 I Dazzling Emergency traffic control tS 9 9 v Street -by- street specificityshould be incorporated, taking into consideration the conditions where communication acte of each street andithe signage needs along it. A,two- lane,street with 25 mphttraf- is critical _ fic;does not call' for the same kind ofsignage *as needed on,a four- lane,:street with 45' of an effective communication system. If shoppers do not typical mph.traffib. Consideration should ;also.betgiven.to the!type,of`vehicles typicaliyon the ly drive down a particular street. businesses shoppers d located there will street (forexample,:the( "number' of delivery: trucks): This;inforrnatibn,can:only"be found" need off - premise signs to direct traffic to their sites. 11 a large . :6 destination studyaof'the'street traffic: ' number of delivery trucks use the road, they could easily mask - - . - _ -___- . __ . _- . -_„ „ .. - i low -level signs from view, staking taller signs necessary. A large businesses in its trade area or by whether or not local jobs tend to number of out -of -town visitors would necessitate larger and more be seasonal. If a business is located in a trade area with demo- ' I conspicuous signage, as they would be unfamiliar with the town graphics that change significantly throughout the year, prominent and businesses would be more reliant on impulse sales. And where signage is essential to successfully attract replacement customers. a higher percentage of drivers are older, visual acuity needs are different, meaning sign lettering would need to he larger, particu- liven tourist - oriented businesses need to understand more about tarty if certain color combinations were used. their customer base. For example, if a motel is serving the needs of the 8 -to -5 employee base on their vacations, its reader board On average, over 16% of the population will have recently rclo- should display information people need to make a decision to cated to a new area and be unfamiliar with local businesses. Some stop, such as "no pets" or "free continental breakfast" If its cus- area populations are more transient than others — people may tamers tend to he business travelers, the reader board might pro - move or change jobs frequently, or the area may accommodate the vide information pertaining to the distance to the convention Cen- ' needs of a high number of tourists. Transience of a customer base ter or other business- related locations. A luxury hotel might can impact a business significantly, because the higher the sum- emphasize special services offered, such as in -room spa treat- , ber of newcomers to an area, the more difficult it is to be prof nests or concierge and valet services. itable without a prominent storefront. A business that relies heav- ily on residential traffic, such as a laundromat, will be especially All businesses need to know who their customers are and their affected by the number of residents who relocate each year. A communications must be designed to meet the desires and prefer- : business that relies on commercial traffic, such as a deli that caters ences of those customers. Classic research conducted by Morgan , to the lunch time crowd, will be affected by the turnover rate of revealed an array of infomiation as to the correlation between a II on- Premise Signs as Storefront 8.11 Marketing Devices and Systems 71 A ‘. ■ ■ Sign Legibility Rules Of Thumb UNITED STATES SIGN COUNCIL SIGN LEGIBILITY By Andrew Bertucci, United States Sign Council Since 1996, the United States Sign Council (USSC) and its research arm, the United States Sign Council Foundation (USSCF) have funded an extensive array of studies into the legibility of on- premise signs and the manner in which motorists react to these signs in various roadside environments. Because of these ground breaking studies, it is now possible to determine, with a degree of certainty, the size of letters as well as the size of signs necessary to ensure motorist legibility. Most of this work has been synthesized in the current USSC publication entitled USSC Best Practices Standards for On- Premise Signs, which details methods for ascertaining sign size, legibility, and height for on- premise signs that are directly in view of a motorist approaching the sign. In addition, a study completed in 2006 and entitled On- Premise Signs, Determination of Parallel Sign Legibility and Letter Heights now provides similar methods for ascertaining legibility factors for signs not directly in view, such as wall mount building signs usually parallel to a motorist's viewpoint. The USSC Best Practices Standards and the parallel sign study offer relatively detailed analysis of the legibility factors involved with on- premise signs, and certainly should be utilized whenever such analysis is warranted. A number of equally useful generalizations, or time - saving rules -of -thumb based on the studies, however, can be applied to arrive at results which reflect legibility values which can be used as a general average applicable to most conditions. These are detailed below. k On Premise Sign Legibility Simplified Rules Of Thumb How Motorists React To Signs In The Roadside Environment Detecting and reading a roadside on- premise sign by a motorist involves a complex series of sequentially occurring events, both mental and physical. They include message detection and processing, intervals of eye and /or head movement alternating between the sign and the road environment, and finally, active maneuvering of the vehicle (such as lane changes, deceleration, and turning into a destination) as required in response to the stimulus provided by the sign. Complicating this process is the dynamic of the viewing task, itself, involving the detection of a sign through the relatively constricted view provided by the windshield of a rapidly moving vehicle, with the distance between the motorist and the sign quickly diminishing. At 40 miles per hour, for example, the rate at which the viewing distance decreases is 58 • feet per second, and at 60 miles per hour, it becomes an impressive 88 feet per second. Further complicating the process is the relative position of the sign to the eye of the motorist, whether directly in his /her field of view (perpendicular orientation), or off to the side and turned essentially parallel to the motorist's field of view (parallel orientation). Research has now been able to quantify the viewing process and set a viewing time frame or viewing window of opportunity for both types of sign orientation. In the case of signs perpendicular to the motorist, this time frame is measured as Viewer Reaction Time (VRT), or the time frame necessary for a motorist traveling at a specific rate of speed to detect, read, and react to a sign within his /her direct field of vision with an appropriate driving maneuver. The driving maneuver itself can entail a number of mental and physical reactions, usually involving signaling, lane changes, acceleration and /or deceleration, and finally, a turn into the site of the sign. In the case of signs parallel to the motorist's view, detecting and reading a sign is generally restricted to quick sideways glances as the sign is approached and the angle of view becomes more constricted. Because of this, the VRT involving these signs is, at best, necessarily compromised. Compensation for this reduction in the time frame involved in detecting and reading parallel signs is made through increases in letter height and size designed to facilitate rapid glance legibility. It must be understood however, that the parallel orientation will always present legibility problems, and in many cases, even if the sign is detected and read, sufficient time for a motorist to complete a driving maneuver in response to the sign may not be available. Perpendicular Signs TYPICAL PERPENDICULAR SIGNS / HEAD -ON VIEWS FREE STANDING PROJECTING SIDE WALL SIGN r0 SIGN ROADWAY Figure 1. Perpendicular Sign Types Perpendicular signs include most free standing signs, projecting signs, and, in some cases, flat wall signs placed on building walls that directly face on- coming traffic. (see figure 1). These signs are generally placed close to property lines and fall into the motorist's so- called "cone of vision ", which is a view down the road encompassing ten degrees to the right or left of the eye, or twenty degrees total view angle. Signs falling within this cone can usually be viewed comfortably without excessive eye or head movement, and generally can be kept in the motorist's Tine -of -sight from the time they are first detected until they are passed. (see figure 2, cone of vision). Cone of Vision / Extends 10 degrees to right and left of viewer nn A u Is I II 1 J ����������� I�luni�ll1111111 )'I(1111111 Ir1111 1 [1 l�l 1 11 I I 1 . It 20° IIInlll ii I ii � i 1 1 u I1 Initial detection distance to sign. 11 v (For optimum detectability, sign must be within cone at initial detection). Figure 2. Cone of Vision Because of this relatively constant view window, perpendicular signs can be designed and sized to provide for viewing time sufficient to allow for adequate detection, reading, and driving maneuvers. The key to providing adequate viewing time is an understanding of Viewer Reaction Time and Viewer Reaction Distance, and how these factors can be computed to provide for adequate letter heights and sign sizes under varied traffic conditions and vehicle speeds. Viewer Reaction Time / Viewer Reaction Distance Viewer Reaction Time is simply the time necessary for a motorist to detect, read, and react to the message displayed on an approaching on- premise sign that lies within his or her cone of vision. The USSC Guideline Standards offer precise mathematical procedures for calculating VRT for specific signs with specific copy located in varied locations of increasing traffic complexity and speed. As a rule -of -thumb for average usage with signs displaying six words of copy (or 30 letters) or less however, VRT for vehicles traveling under 35 miles per hour in simple two to three lane environments can be estimated at eight (8) seconds; for vehicles traveling over 35 miles per hour in more complex four to five lane environments, at ten (10) seconds; and for vehicles traveling over 35 mph in high speed multi -lane environments at eleven to twelve (11 -12) seconds. These values include a maneuvering time of 4 seconds in the simple environment, 5 seconds in the complex environment, and 6 seconds in the high speed multi -lane environment. Although most roadside on- premise sign installations require a motorist to make the driving maneuver before the sign is passed and thus require the full VRT value, occasionally the maneuver can safely be made after the sign location has been passed. Where this is the case, the driving maneuver time of either 4, 5, or 6 seconds should not be included in computing Viewer Reaction Time. Once VRT is ascertained, Viewer Reaction Distance for a given sign location, or the distance in feet which a vehicle travels during the VRT interval, can be calculated. It is necessary to know this distance because it determines the size of the letters and the size of the sign necessary for legibility to take place over that distance. It represents, in lineal feet, the distance between the motorist and the sign from the moment he or she has first detected it, and it rapidly diminishes as the motorist closes the distance at speed. It is calculated by first converting travel speed in miles per hour (MPH) to feet per second (FPS) by using the multiplier 1.47, and then multiplying the feet per second by the Viewer Reaction Time. For example, a vehicle traveling at sixty miles per hour covers eighty-eight feet per second (60 x 1.47 = 88). Eighty-eight feet per second times a Viewer Reaction Time of ten seconds equals eight hundred eighty feet (880) of Viewer Reaction Distance. The computation can be expressed also as this equation: VRD = (MPH) (VRT) 1.47 Determining Letter Height and Sign Size The overall legibility of a sign is essentially determined by the height, color, and font characteristics of the letters making up its message component. To this end, the USSC has, through extensive research, developed standard legibility indices for typical letter types and color combinations (see table 1, USSC Standard Legibility Index). The Legibility Index (LI) is a numerical value representing the distance in feet at which a sign may be read for every inch of capital letter height. For example, a sign with a Legibility Index of 30 means that it should be legible at 30 feet with one inch capital letters, or legible at 300 feet with ten inch capital letters. The USSC Standard Legibility Index also reflects the 15 percent increase in letter height required when all upper case letters (all caps) are used instead of more legible upper and lower case letters with initial caps. 4 Table 1. The USSC Standard Legibility Index LETTER LETTER Background LEGIBILITY INDEX ILLUMINATION STYLE COLOR COLOR Upper & Lower Case ALL CAPS External Helvetica Black White 29 25 External Helvetica Yellow Green 26 22 External Helvetica White Black 26 22 External Clarendon Black White 28 24 External Clarendon Yellow Green 31 26 External Clarendon White Black 24 20 Internal Translucent Helvetica Black White 29 25 Internal Translucent Helvetica Yellow Green 37 31 Internal Translucent Clarendon Black White 31 26 Internal Translucent Clarendon Yellow Green 37 31 Internal Opaque Helvetica White Black 34 29 Internal Opaque Helvetica Yellow Green 37 31 Internal Opaque Clarendon White Black 36 30 Internal Opaque Clarendon Yellow Green 37 28 Neon Helvetica Red Black 29 25 Neon Helvetica White Black 38 32 Illumination Variations: External light source Internal light source with fully translucent background Internal light source with translucent letters and opaque background Exposed neon tube To use the Legibility Index table to determine letter height for any given viewing distance, select combination of font.style, illumination, letter color, and background color that most closely approximates those features on the sign being evaluated. Then, divide the viewing distance (Viewer Reaction Distance) in feet by the appropriate Legibility Index value. The 5 result is the letter height in inches for the initial capital letter in upper and lower case configurations, or for every letter in an all caps configuration. For example, if the Viewer Reaction Distance is 600 feet, and the Legibility Index is 30, the capital letter height would be 20 inches (600'/30 = 20 "). VRD (in feet) / LI = Letter Height (in inches) The Legibility Index rule- of- thumb...30 In addition to the use of the Legibility Index chart, a simpler, rule -of -thumb Legibility Index of 30 is frequently used as an average to address most legibility requirements. Although generally acceptable, it should be understood that this is an average only, and it may fall short of meeting the legibility needs of any specific sign or environment. The USSC On- Premise Sign Standards provides a much more precise means of establishing this requirement, particularly for complex environments, and should be used whenever such precision is warranted. Sign Copy Area and Negative Space — Computing Sign Size The computation of overall sign size is of vital concern to anyone involved in designing or building on- premise signs, since it relates directly to both sign cost as well as to adherence to local building and zoning ordinances. It is for this reason that USSC has devoted so much research resources into developing methods for computing adequate sign sizes for varied environments, and into providing the industry with the means to compute the size of signs necessary to adequately transmit communicative messages to motorists traveling at different rates of speed. The use of the Legibility Index is the vital first step in this process, but there is frequently more involved than just letter height, especially in perpendicular signs involving the use of background panels. Clearly, in these instances, an understanding of how sign copy area and negative space interact to bring about optimum viewer legibility is critical. In, instances in which only letters comprise the total sign, such as channel letters on building walls, however, the computation of total sign size in square feet is relatively simple. In the case of these types of individual letter signs, overall size is frequently considered as the product of the height of the letters times the length of the line of letters. For example, if capital letter height is two feet, and the line of letters measures thirty feet horizontally, sign size would be calculated at sixty square feet (2 x 30 = 60). There is an important exception to this mode of calculation in which only the space actually taken up by the letters themselves in square feet, and not the space between letters, is considered. In these cases, overall size becomes simply the sum of all the individual letter areas, and is generally a fairer method of computation when the letters and or /symbols 6 are spread out over a large area of building wall. In any event, for individual letter signs, it is essentially the height of the letters which is the prime determinant of overall sign size, and as we observed above, this can be calculated with some precision through use of the Legibility Index. In this context, there is also another useful rule of thumb which can be used to give a working approximation of how much horizontal length a given number of letters would require once the letter height is established by simply multiplying capital letter height by the number of letters. For average fonts, this rule of thumb takes into account the space between letters in a line (usually 1/3 the width of an individual letter and referenced as letterspace) and can give a surprisingly close determination of the actual length of the line of letters. In the case of signs utilizing background areas, however, computation of the amount of space occupied by the lettering, also called copy area, is only the first step in computing overall sign size. Of equal importance in signs of this type is the amount of negative space surrounding the letters or copy area. It is this negative space which provides the background for the letters, makes legibility possible, and which must be accounted for in any computation to determine overall sign size. Copy Area The copy area of a sign is that portion of the sign face encompassing the lettering and the space between the letters (letterspace), as well as any symbols, illustrations, or other graphic elements. It is a critical component of effective sign design because it establishes the relationship between the message and the negative space necessary to provide the sign with reasonable legibility over distance. Figure 3. Copy Area GREAT AMERICAN DISCOUNT CENTER The illustration on the left depicts a typical on- premise sign face; while the one on the right, with black rectangles covering the copy area, affords a visual of the message layout Negative Space Negative space is the open space surrounding the copy area of a sign. It is essential to legibility, particularly in signs in which the copy is displayed within a background panel. Negative space ideally should not be Tess than 60 percent of the sign or background area. This requirement for a 40/60 relationship between the copy area and negative space is the minimum USSC standard. It is intended only to establish a measurable baseline for the negative space component of a sign, such that a reasonable expectation of legibility will exist. Figure 4. Relationship Between Copy Area And Negative Space GREAT AMERICAN DISCOUNT CENTER 60% 40% The bottom sign panel illustrates how the aggregate copy area comprises 40 percent of the total sign panel area, with the remaining 60 percent forming the negative space area. DETERMINING SIGN SIZE — Calculation Methodology The size of a sign is determined by the size and length of the message and the time required to read and understand it. It can be calculated once the numerical values of the five size determinants — Viewer Reaction Time, Viewer Reaction Distance, Letter Height, Copy Area, and Negative Space — have been established. The step -by -step process to determine sign size, which is explained below, is useful not only as a calculation method, but also as a means of understanding the elements involved in the calculation. Area of Sign / Computation Process: 1. Determine speed of travel (MPH) in feet per second (FPS): (MPH x 1.47). 2. Determine Viewer Reaction Time (VRT). 3. Determine Viewer Reaction Distance (VRT x FPS). 4. Determine Letter Height in inches by reference to the Legibility Index (LI): (VRD /LI). 5. Determine Single Letter Area in square inches (square the letter height to obtain area occupied by single letter and its adjoining letterspace). 6. Determine Single Letter Area in square feet: Single Letter Area in square inches /144). 7. Determine Copy Area (Single Letter Area in square feet x total number of letters plus area of any symbols in square feet). 8. Determine Negative Space Area at 60% of Sign Area (Copy Area x 1.5). 9. Add Copy Area to Negative Space Area. 10. Result is Area of Sign in square feet. 9 Computation Process / Calculation Example First County Figure 5. Calculation Example Sign National B ank Location: Complex Driving Environment Posted Traffic Speed of 40 MPH Sign Background: White t Sign Copy: 23 Letters, Upper & Lower Case Clarendon Style, Black r. . . Internally Illuminated, Translucent Face ' h 0 y ,t 4 yyfi 4 Y 11gg,� 1. Determine speed of travel in feet per second; 40 MPH x 1.47 = 59 FPS 2. Determine Viewer Reaction Time — Complex Environment Detection and Message Scan 5 seconds Maneuver....... .5 seconds Total Viewer Reaction Time = 10 seconds VRT 3. Determine Viewer Reaction Distance; 59 (FPS) x 10 (VRT) = 590 feet 4. Determine Letter Height in inches - Refer to Legibility Index, Table 1 Black Clarendon letters on White background = Index of 31 590 (VRD) / 31 (LI) = 19 inch letter height 5. Determine Single Letter Area in square inches 19 x 19 = 361 square inches, single letter area 6. Determine Single Letter Area in square feet 361 / 144 = 2.5 square feet, single letter area 7. Determine Copy Area; single letter area (sq. ft.) x number of letters 2.5 x 23 = 57.5 square feet, copy area 8. Determine Negative Space @ 60% of sign area 57.5 x 1.5 = 86.25 square feet, negative space 9. Add Copy Area to Negative Space 57.5 + 86.25 = 143.75 square feet 10. Result is Area of Sign, 144 square feet i Area of Sign — Equation / Specific Usage In addition to the computation method above, the USSC has developed an algebraic equation to determine the Area (Align) for signs containing letters only, which will provide the same result but will simplify the process. The equation allows for insertion of all of the size determinants, except for Negative Space, which is fixed at the standard 40/60 ratios. (Note: If numbers are rounded off in the computation process, a very slight difference in result may occur between the computation process and the equation). 2 A 3n (VRT) (MPH) - sign 80 LI Fixed Value: 40/60 ratio, letters /negative space Variable Values: Number of Letters (n) Viewer Reaction Time (VRT) Miles Per Hour (MPH) Legibility Index (LI) Here's how to work the equation: Start with the first portion of the equation which is three times the number of letters divided by 80. Three times 23 letters is 69; when divided by 80 the result is .8625. Keep this number ready for later use. Compute the second part of the equation in brackets by multiplying VRT (Viewer Reaction Time), which is 10 by the MPH (miles per hour), which is 40. The multiplication product is 400. Divide 400 by the LI (Legibility Index), which is 31, and the result is 12.90. Square the 12.90 by multiplying it by itself (12.90 x 12.90) for a product of 166. Finally, multiply the 166 by the .8625 obtained from the first part of the equation, and the resulting square footage is 143. 11 Area of Sign — Equation / Broad Usage To allow for a broader scientific evaluation of sign size and satisfy the minimal legibility requirements across a full range of reaction times and speed zones, USSC has also developed a second more simplified equation shown below. This formula fixes the average sign size determinants, leaving only Viewer Reaction Time (VRT) and the speed of travel (MPH) as the sole variables. It can be used effectively as a broad rule -of -thumb to ascertain the general size of signs necessary to adequately and safely convey roadside information to motorists traveling at a given rate of speed as well as to establish size parameters for signs across an entire community and /or road system. Table 2 below provides a handy Zook -up reference of the use of the equation. 2 [ (vRT)(MPH) ] Asign 800 Fixed Values: 30 Letters Legibility Index (LI) of 30 40/60 ratio, letters /negative space Variable Values: Viewer Reaction Time (VRT) Miles Per Hour (MPH) Here's how to work the equation, assuming Viewer Reaction Time of 10 seconds and speed at 50 miles per hour: Compute the values in the brackets by multiplying the VRT (Viewer Reaction Time) of 10 seconds by the MPH (miles per Hour), which is 50. The multiplication product is 500. Square the 500 by multiplying it by itself (500 x 500) for a product of 250,000. Divide 250,000 by 800 for the resulting square footage of 312. 12 Table 2. Freestanding Sign Sizes Freestanding Sign Size in Square Feet Sign Size (Square Feet) = [(VRT)(MPH)] 800 VRT = Viewer Reaction Time MPH = Miles Per Hour VRT varies with roadside complexity: simple or 2 lane = 8 seconds / complex or 4 lane = 10 seconds / multi lane = 11 seconds Road Sign MPH Complexity VRT Size 25 simple / 2 lane 8 50 25 complex / 4 lane 10 78 30 simple / 2 lane 8 72 30 complex / 4 lane 10 112 35 simple / 2 lane 8 98 35 complex / 4 lane 10 153 40 simple / 2 lane 8 128 40 complex / 4 lane 10 200 45 simple / 2 lane 8 162 45 complex / 4 lane 10 253 50 simple / 2 lane 8 200 50 complex / 4 lane 10 312 55 complex / 4 lane 10 378 60 complex / 4 lane 10 450 65 multi lane 11 639 70 multi lane 11 741 75 multi lane 11 850 11 4 : 242 = ;,jr,�� ,'s . . _ °` sq ,_ .. ti i . � , -- Y f - rs'�., , rfi � feet. xr ,w :square 4 ,wsr 5O �.F °feet ' 1 � 4 square `k �,,, i " ,t :f eet � � - ���.�„ . �- .,, k � 1 ,, fi • i' : i l l ' il h _.I k If L A ` ,,,,...;,...v, n' jt ' 4u,,.' O , ,, , t e , ; ' "2 5mphV q g a 4 ; m ph , < , , 54, '119m ti f „ X , Mil perr'hour,` t avelVspeedii %8 s eco ds viewer,.' reaction ti ne ts Average sign s related to speed of travel and react t Illustration from Street Graphics and the Law, American Planning Association, 2004 1 4 Parallel Signs TYPICAL PARALLEL SIGNS - ANGULAR VIEWS r, )1! i . : . / : . L i Qilli ,'" -Ae ,' ,': / ; \ • *4 _ 7i;i='.i. > , .00 00 \ / % � / , L� ROADWAY Figure 6. Parallel Sign Types Everyday experience teaches us that parallel signs are more difficult to read than perpendicular signs simply because their orientation to the eye of any observer is at an acute angle. Now USSC research has corroborated this subjective impression with scientific evidence, and has made it possible to construct a mathematical model and attendant equations to account for the size increases necessary to allow parallel oriented signs to achieve at least some measure of the legibility quotient of perpendicular signs in a motorist oriented environment. Parallel signs are harder to read because their orientation, or tilt, with respect to the driver makes it impossible to see the sign face at certain distances and offsets. When the driver can see the sign face, the content • is often foreshortened and distorted. The driver must get close to the sign in order to increase the viewing angle to the point where the sign becomes legible. However, as drivers approach the sign, the time they have to read it gets shorter, while the sign moves further into their peripheral vision. This condition places parallel signs at a threefold disadvantage relative to perpendicular signs. First, they are inherently more difficult to read because of the foreshortening of the message content caused by the angle of view. Second, because they become legible only after the angle of view exceeds 30 degrees, the time frame during which legibility can take place is compressed, and third, because they are usually placed back from the roadside well outside a driver's cone of vision, they are viewed by drivers only during short sideway glance durations, usually measured in fractions of seconds. 15 In many cases, their orientation causes not only severely compromised legibility compared to perpendicular signs, but results in the sign not being seen at all. In the USSC study, Real World On- Premise Sign Visibility, in which people were asked to drive through typical suburban shopping areas and locate specific signs, perpendicular signs were almost never missed while the subjects drove past 30 percent of the parallel signs, even though the parallel signs were two and three times larger than the perpendicular signs and the drivers were actively looking for them. Parallel signs, therefore, must be read using a series of very quick glances at large visual angles during small windows of opportunity. Because of this, letter heights developed for perpendicular signs, where drivers have more time and can take longer straight ahead glances, cannot provide for adequate parallel sign legibility. As we have noted in the case of perpendicular signs, the minimum distance at which a sign must become legible is a function of the time it takes to read the sign and the decisions and maneuvers required to comply with the sign. This is the Viewer Reaction time (VRT), which when combined with the speed of travel, becomes the Viewer Reaction Distance (VRD). Given the VRD, a perpendicular sign's letter height can be calculated using the Legibility Index. The legibility of parallel signs, however, depends not on a driver's line of sight to a sign down the road, but rather when the sign becomes visible to the driver at a sight angle sufficient to allow at least some glance legibility to take place. A significant amount of research has now determined that this angle should be no less than 30 degrees to the driver's line of sight, and it is the visual restriction imposed by this angle, along with the number of lanes of travel, and the sign's offset from the curb, which determines the Maximum Available Legibility Distance, (or MALD) for a given parallel sign While traversing this distance, however, a driver cannot be expected to register much more than a few quick glances at the sign without adversely affecting his /her view of the road. Thus it is essential to optimize reading speed for parallel signs in order to minimize the duration and frequency of glances that drivers must make to read the sign. Research has shown that reading speed increases to its maximum as letters are enlarged by a factor of three, and then tends to level off; and to ensure adequate letter height for parallel signs, a multiplier of three is used in the mathematical model to determine the letter heights and the legibility index for parallel signs. Using this multiplier of three as a benchmark or rule of thumb, the Legibility Index for parallel signs falls to 10, instead of the Legibility Index of 30 we have shown as a rule of thumb for perpendicular signs. Thus a 16 parallel sign with a MALD of 500 feet, for example, would require a capital letter size of 50" (500/10 =50). Conversely, a perpendicular sign at the same location, but directly viewable 500 feet down the road, would require a capital letter size of 17" (500/30 =17) Equations and Lookup Table The following equations can be used to determine appropriate letter heights for parallel mounted signs given the number of lanes of travel and the lateral offset of the sign from the curb. Equation #1 uses an average LI of 10, while Equation #2 allows users to input the LI that most closely matches their sign conditions from the USSC Legibility Index table (Table 1) and applies the three times threshold constant to that LI. A parallel sign letter height lookup table is also provided for typical roadway cross - sections and lateral sign offsets (Table 3). When using the equations or the lookup table always use the maximum number of lanes on the primary target road. Parallel Letter Height Model Equations Equation #1: LH = (LN x 10 + LO) /5 Equation #2: LH = (LN x 10+ LO) /(LI /6) where: LH is letter height in inches. LN is the number of lanes of traffic. LO is the lateral offset from curb in feet. LI is the legibility index from Table 1 17 Examples of how to work the equations 2 -Lane Roadway Lateral offset is 37 feet from the curb. User does not know the letter style. Equation #1: LH = (LN x 10 + LO) / 5 LH = (2 x 10 + 37) / 5 LH = 57 / 5 LH = 11.4 inches Same scenario, but user knows the sign is: Externally Illuminated, Helvetica, all Caps, Light Letters on Dark Background (USSC LI = 22 ft/in) Equation #2: LH = (LN x 10 + LO) / (LI / 6) LH = (2 x 10 + 37) / (22 / 6) LH = 57 / 3.67 LH = 15.5 inches Table 3. Parallel sign letter height lookup table. Letter Height in Inches . Numberof Lanes Offset, from.Cur`b (ft), = - 1 2 3' 4 5, 10 4 6 8 10 12 20 ' 6 8 10 12 14 40 10 12 14 16 18 - 60 14 16 18 20 22 80 _ _ 18 20 22 24 26 100 22 24 26 28 30 ' - 125' 27 29 31 33 35 li. - 150! 32 34 36 38 40 , 1.75. 37 39 41 43 45 200. ' 42 44 46 48 50 225 47 49 51 53 55 250 - f 52 54 56 58 60 . • 275 _ 57 59 61 63 65 300. 62 64 66 68 70 • 325" 67 69 71 73 75 - 350'_,. 72 74 76 78 80 " 375 77 79 81 83 85 400 82 84 86 88 90 1R