Just Because You Don't See Danger Doesn't Mean It's Not There!

Why Choosing the Right Custom Traffic Sign Matters
It’s pouring rain, and the roads are a slick mess. You’re crawling through heavy traffic after an exhausting day, where every minute feels like time is moving in reverse. Your windshield wipers are working overtime as your windshield is being pummeled with a steady stream of rain. Unexpectedly, you’re met with a wall of brake lights. Heart racing, you slam on the brakes, swerving just in time to nearly miss colliding with the car in front of you. Adrenaline pumping, you grip the wheel and steady your nerves. Shakely, you’re able to ease back into traffic and make your way safely home - you made it, but just barely. Sound familiar?
Now imagine the same rainy drive home, but the freeway is equipped with dynamic message signs. Before you even approach the congestion, a clear, illuminated highway sign prepares you for the slowdown ahead. With time to spare, you smoothly adjust your speed, plan an alternate route, and avoid the chaos entirely. No sudden braking, no close calls - just a safer and more enjoyable drive home.
The Role of Signage in Modern Roadways
Traffic signage is much more than metal posts and messaging—it’s essential for roadway safety, traffic flow, and driver experience. Well-placed, properly designed signage is the silent guide that keeps us informed, prepared, and safe, even in the most challenging conditions.
Variable and dynamic message signs have revolutionized how we traverse our roadways. Real-time textual updates on traffic patterns, weather conditions, and hazards empower drivers to make more informed decisions. But effective signage doesn’t just happen—it results from thoughtful planning, cutting-edge technology, and a focus on you, the driver.
Key Benefits of Effective Road Signs
Enhanced Safety
Using custom signs to provide clear, early warning signs about conditions like congestion, accidents, or adverse weather can significantly reduce the likelihood of sudden braking and accidents. Clear and easily understandable alerts give drivers the time to respond calmly and effectively to shifting traffic and roadway conditions.
Improved traffic Flow
In high-traffic areas, strategically placed road signs can help prevent bottlenecks by directing drivers to alternate routes or adjusting speed limits dynamically. Signs reduce drivers’ stress by keeping traffic moving and creating more efficient roadways.
Supporting Emergency response
Signs are critical in emergencies. From alerting road users to an upcoming closure to directing them to safety during natural disasters, well-designed signage ensures clear communication when lives are in the balance.
Boosting Driver Confidence
Clear, reliable signage helps drivers feel in control of their journey. Whether navigating unfamiliar routes or adjusting to unexpected changes in conditions, informed drivers are more confident drivers and confident drivers make safer choices.
What to Consider When Choosing Traffic Signage
When planning signage, agencies have several factors to consider:
- Sustainable: Signs must give off little to no heat, eliminating the need for bulky cooling or defogging equipment. Less equipment means reduced energy consumption and maintenance, resulting in a low cost of ownership.
- Reliable: Signs must utilize powerful and innovative components requiring minimal maintenance with a long mean time between failures (MTBF).
- Visible: Signs should use integrated surface-mount 3-in-1 RGB LEDs combined with precision optic lensing to provide a sharp, full-color display. Look for signs with 26.5:1 contrast ratio, 12-30mm pixel pitch, and 1kHz refresh rate that capture 100% of light energy emitted, yielding more accurate color and superior legibility - including low-angle and direct sunlight.
- Preventative: Signs must be capable of using full-color text, symbols, and pictures to provide the motoring public with advisory information such as road closures, hazards, and detours.
- Adaptable and Flexible: Signs should utilize advanced technology to update messaging in real time as conditions change, such as lane closures, heavy traffic, or adverse weather.
Success Stories
When it comes to the importance of effective signage, the proof is in the pudding. Two recent success stories highlight how custom signage can transform roadway safety and efficiency.
New Mexico’s Safety Upgrade with SWARCO Signs
In 2023, the New Mexico Department of Transportation (NMDOT) partnered with SWARCO McCain to address a significant safety concern: aging front access amber message signs in heavy-traffic areas. The project involved installing SWARCO Signs Front Access Signs at two major intersections, Coors Boulevard NW and Montano Plaza, in Albuquerque, NM.
The installation was a total upgrade from the aging ones, complete with high-resolution, full-color capabilities that provide detailed, real-time updates on road conditions and traffic safety. A year later, the signs continue to provide clear visibility and color uniformity from any angle with unrivaled contrast ratios. The signs eliminate sunlight and headlight glare and emit little to no heat, eliminating the need for cooling and ventilation. Learn more here.
Safer Roads Through Smart Signage in Indiana
In 2023, the Indiana Department of Transportation (INDOT) partnered with Michiana Contracting to address a critical safety challenge on Interstate 465. With frequent accidents caused by drivers failing to adjust their speed during traffic incidents, INDOT sought a solution to manage speeds dynamically and reduce collisions.
The project involved installing 62 SWARCO Signs Variable Speed Limit Signs (VSLS) along the I-465 Southeast Corridor. These signs, measuring 48 x 32 pixels, were specifically designed to:
- Dynamically adjust speed limits during peak traffic or emergency conditions
- Provide clear, uniform visibility from all angles
- Offer full programmability for a wide range of traffic management scenarios
The success of this initiative earned Michiana Contracting the Award of Excellence for Best Infrastructure Project from ABC of Indiana & Kentucky—a testament to the project’s impact and innovation. Read more here.
Conclusion
Driving in challenging conditions is something we’ve all experienced, but the right signage can turn stressful moments into manageable ones. As we learned in New Mexico and Indiana, investing in advanced sign technology isn’t just about upgrading infrastructure—it’s about creating safer roads, reducing stress, and improving the overall driving experience. As technology continues to evolve, the possibilities for smarter, more adaptable signs are endless. The question is: How can your community benefit from these innovations? Contact us to learn how a partnership with SWARCO will help you elevate your traffic management solutions.