Do Motorists Read Business Signs? 3000 Miles on US Route 50

University of Cincinnati professors Chris Auffrey and Henry Hildebrandt traveled all 3073 miles of U.S. Route 50 and used Visual Analysis Software to predict to what extent motorists would view a selection of on-premise signs. They presented their findings at a National Signage Research & Education (NSREC) conference, and subsequently submitted the following article in the June 2017 issue of The Interdisciplinary Journal of Signage and Wayfinding, which is published twice a year by the Academic Advisory Council for Signage Research and Education (AACSRE). You can read the entire article online at

Photo by Thomas Charters on Unsplash

Wade Swormstedt

Wade Swormstedt

Wade is the former Executive Director of the Foundation for the Advancement of the Sign Industry and the former Editor and Publisher of Signs of the Times magazine.

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Posted in Academic Advisory Council for Signage Research and Education, Visibility and Legibility.