LED

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LED Video Display Signs The Next Frontier for
Sign Codes

• Marya Morris, AICP
• April 25, 2009

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Electronic / Digital Sign Types and Technologies
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Old School Changeable Copy
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Electronic Message Centers
Static
Animated
Intermittent
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Tri-Vision Electronic Static Display
Static Displays

• Tri-Vision

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Video LED Billboards
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Video LED Billboards
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Digital/Programmable Ink
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1978 Highway Beautification Act co-opted by
billboard industry to require cash payment for
billboard removal. 2007 FHwA further
circumvented the law by allowing digital
billboards along federal highways pending a
current study
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They are Supposed to Distract Drivers
Model AlphaEclipse Excite 35mm The AlphaEclipse
Excite 35 is designed to provide the ultimate
outdoor advertising experience. The 35mm pitch
produces a dominant, outdoor full color, full
motion LED digital sign for higher speed roads
around town, for highly elevated locations, or
for highway installations that cannot be ignored.
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Research on Electronic/Video Signs and Traffic
Safety
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Research Summary

• Smiley, Univ. of Toronto (2001)
• Video signs in direct line of sight are very
  distracting
• Wallace (2003)
• Signs can distract drivers even if they are
  watching the road billboards are distracting in
  both cluttered and uncluttered areas exact
  reason for driver distraction usually goes
  unreported.
• Beijer Smiley, University of Toronto (2004)
• Drivers make twice as many and longer glances at
  video signs
• Texas Transportation Institute (2005)
• Flashing messages are more distracting, less
  comprehensible, and require more reading time
• WisDOT/CTC (2006)
• Visually complex locations, e.g., intersections,
  compound the distraction problem

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Research Summary continued
Non-peer-reviewed, billboard industry funded
studies that have been debunked Tantala, Albert
Martin Sr., and Michael Walter Tantala, Tantala
Associates. 2007. A Study of the Relationship
between Digital Billboards and Traffic Safety in
Cuyahoga County, Ohio. July 7. Lee, Suzanne E.
et al. 2007. Driving Performance and Digital
Billboards Final Report. Virginia Tech
Transportation Institute Center for Automotive
Safety Research. March 22. Both studies were
paid for by the Foundation for Outdoor
Advertising Research and Education.

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Driver Distraction 1 Cause of Crashes
Source National Highway Traffic Safety
Administration, 2001 2006.
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Specific Distraction of Drivers
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Zeigarnik Effect

• Potential effects of video signs and EMCs on
  drivers
• Scrolling messages require viewers to
  concentrate how long depends on size,
  resolution, length of the message
• Sequences of images or messages that tell a
  story may capture drivers attention for the
  duration.
• Anticipation of a new image appearing may
  distract driver, who feels compelled to wait for
  the change.

Source G. Wachtel, The Veridian Group, Video
Signs in Seattle Final Report. 2001.
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Rationale for Stringent Regulations

• Basic zoning police power Protect the public
  health, safety, morals and general welfare
• Health and safety safe streets, safe driving
• Morals prohibit public display of obscene or
  offensive language/images or illegal activity
• General welfare community appearance,
  aesthetics, economics, and property values
• Practical objective Address cumulative impacts
  of a proliferation of digital signs

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Sign Code Standards Universal to All Sign Types

• Sign type
• Definitions
• Zoning districts
• Placement orientation
• Distance from R districts, schools
• Height
• Sign area
• Illumination method

Credit Scenic America
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Sign Code Standards Specific to Video/EMC Signs

• Color
• EMCs use amber
• video uses 16 million
• Text limit (rarely applied)
• Number of words, objects
• Brightness
• E.g., 5000 nits daylight 500 at night
• Movement
• Prohibit flashing, strobing, racing
• Setbacks
• From ROW, lot line, R districts

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Sign Code Standards Specific to Video/EMC Signs

• Operation mode
• Static display with lengthy minimum duration
• Simulated animation (lower tech EMCs)
• Video display
• Spacing
• Minimum separation from similar signs
• Duration
• Minimum in seconds, hours, days
• Maximum in seconds for a video story
• One image transition during time sign visible
• to driver traveling at the operational speed.
• Audio or pyrotechnics
• Dont even think about it

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Code Amendment Checklist

• Add a list of findings to the ordinance
• Prohibit this sign type entirely, OR limit them
  to major commercial districts
• Limit size LED portion of on-premise sign face
• Control placement, orientation, and spacing
• Limit flashing, animation, or video action
• Impose minimum maximum duration of message
• Require dimmer control, cap allowable brightness
• Cap and Trade

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Examples of Findings

• Signs have a direct impact on and relationship to
  the image of the community
• The location, maintenance, manner of installation
  of signs affects the public health, safety,
  welfare and aesthetics of the community
• Businesses and institutions need visibility
• The safety of motorists, cyclists, pedestrians is
  affected by signs that divert the attention of
  drivers
• Uncontrolled and unlimited signs adversely impact
  the image and aesthetic attractiveness of the
  community and thereby undermine economic value
  and growth
• Noncommercial opinions must be allowed in any
  zoning district, subject to reasonable
  restrictions on size, height, location and number