families with young children and teenagers who camp two to three times a year. The families live in an urban area and don't have much sensitivity to, or understanding of, the environment.

b.

C.

(1) KNOW: The visitor will be able to identify three behaviors that cause
injury to a tree.

(2) DO: The visitor will stop injuring trees in the campgrounds.

(3) FEEL: The visitor will respect trees as living organisms.

The agency's staff decides an interpretative sign will be the most effective
medium. They choose to place it near a tree that clearly shows signs of
vandalism. They construct the sign message as follows:

(1) Artwork: First drawing - Anthropomorphized tree wincing as a person hammers a nail into it to hang a lantern. Tree has bandages and scars on it; several branches are broken. Tree is not robust, looks sickly. Second drawing - Healthy, happy tree, radiant with good health and vigor.

(2) Test: "Ouch! Like you, trees can get sick or be hurt. When bark is injured through such thoughtless acts as hammering nails, breaking branches, and carving, it allows easier entry for harmful insects and diseases, which may eventually kill the tree. Look at the oak tree behind this sign. Does it look healthy? What signs of injury do you see?

"Please help campground trees stay healthy by not hammering nails, carving bark, or breaking branches. You'll help them stay around a lot longer to provide shade and scenery, improve air quality, give wildlife homes, and protect soil from erosion.

"

The agency's staff considers supplementing the sign with other interpretive activities (self-guided or ranger led) for children and parents. The activities touch on outdoor skills and ethics to further emphasize the message and to enhance the public's awareness of trees.

4. Visitor Profile and Marketing Research.-Describe the characteristics of the visitors who will be reading the sign, what they like, what their expectations are, and determine what visitors need to be satisfied. In most cases, the visitors should be asked about these needs, rather than the staff making assumptions. Seek assistance of someone who specializes in “service marketing.

This research should drive the entire interpretive planning process. Knowing who the visitors are and what they need allows staff to appropriately aim the messages at a particular target group for maximum effectiveness and customer satisfaction.

5.

6.

Visitor Use Estimates.-Determine the expected or preferred volume of visitation. This will be a major consideration in determining locations for sign placement, the size of the sign, and the complexity of the message. It will also help in deciding whether or not a sign is, in fact, needed or justified.

Themes.-A theme should be clearly stated and easily identifiable as the "thread" linking the various parts of the story to be told to the public. A major theme covers a related group of interpretive signs, such as a self-guided interpretive trail, route, or historic facility. Even a sign that will stand alone, such as the one described above, should have a theme.

7. Design.-Design is the final link between the visitor and information. Designs for interpretive signs should take into account:

a. Colors and images that will attract target visitors.

b.

Keywords in headings and subheadings that will catch the visitors' attention and provoke interest.

8.

f.

g.

Height, angle, and positioning that does not obscure the view of the subject
being interpreted.

Sign contrast, lettering, and height will comply with ADAAG 4.30.

Text.-Language is one of our basic forms of communication. However, written text should be kept to a minimum for an interpretive sign. Text writing is complex. Text must be researched, written, edited, and proofread. Space for text is limited. It occupies a surprisingly large space when properly sized and laid out. Adequate letter size and spacing must be maintained to ensure readability. Also, text must be written at a level that is appropriate for visitors with a wide range of experience and education levels. Visitor interest in text is low. Research has shown that when text blocks exceed 50 to 75 words, visitor interest and attention decline rapidly. Text writing tips:

a. Use vivid language and active verbs.

b.

To reach the widest range of people, write at a 7th- to 9th-grade level.

9.

e.

f.

g.

Avoid technical jargon and clichés.

Avoid gender-specific language (i.e., for fisherman, use angler; for stockmen, use stock handlers).

Use upper and lowercase lettering for text. Use capitalization only for headings or for emphasis of a word or two.

Examples.-The following examples illustrate the difference between information text and interpretive text.

(1) PAINTBRUSH (Castilleia miniata). The Indian Paintbrush (or paintedcup) is a member of the Figwort family. The flower is an inch or more long, and the calyx tip is scarlet in color. Paintbrush usually grows in the mountains along streams and in wet places below 11,000 feet.

(2) Stalagmites, which rise from the floor when dripping water deposits minerals, are usually larger in diameter and more rounded on top than stalactites.

b. Interpretive:

(1) There's no longer anything remaining of the old cookhouse, with its long table covered with a brightly colored tablecloth, where the miners ate three hearty meals a day. Imagine the breakfast-time aroma of fresh, hot coffee brewing and the sound of eggs and bacon sizzling on the grill. The miners were also served hot cakes, fried potatoes, and toast with homemade jam.

(2) Clark's nutcrackers have the habits of crows and the color of jays and are, in fact, cousins to both. The most forward of all birds, they will steal food off the picnic table from under your very nose.

10. Graphics.-Illustrations, maps, drawings, photos, colors, type styles, and general esthetics are all encompassed in the graphics development of an interpretive project. It is the combination of these elements that will attract and involve the visitor more than anything else. Use graphics to:

11. Organization Identification.-The Reclamation emblem should be displayed on all interpretive and information signs. The identification should be an integral part of the sign design, and it should usually be subtle. Cooperators' and other appropriate logos, such as a reservoir logo, may also be included, but they, too, should be subtle and an integral part of the sign design.

12. Sign Layout.—Skillful layout and design will provide high-quality signs for effective interpretation. Pay particular attention to the following:

a.

b.

C.

Make the sign the right size: Consider the location and the distance from which
the sign will be read. Letter size should provide easy legibility from planned
viewing distances. (See Chapter V - General Design Guidelines, for size
guidance.) Text and graphics are also factors in determining sign size.
Consider using standard sign sizes for cost effectiveness. Make the sign no
larger than necessary.

Allow the right amount of space around the text: The text should not be crowded. Leave enough space between blocks of text and headings and around the border for easy reading. Borders are also helpful to contain the graphics and copy.

Avoid diverting attention from the message: Design the support structure to blend and harmonize with the sign and the environment. Low profile signs, for example, should be used on overlooks. Although there are exceptions, interpretive signs are usually rectangular. Unusual shapes compete with the text.

d. Avoid distractions: Odd colors, awkward designs, unusual words, and
overemphasis of symbols are examples of distractions.

E.

Construction Materials: A variety of construction materials are available which, when properly used, have the potential to enhance sign effectiveness. Select sign materials based on appropriateness for the site, longevity, esthetics, cost, required maintenance, etc. Following is a partial list of available materials to consider:

1. Anodized Aluminum.-Also known as Duratone, Dura-Etch, and Novalloy. Very expensive, but its long life and low maintenance costs make the product cost effective. Very susceptible to scratching, but it is impervious to weather. Finish is in gold, bronze, or silver tones. Recommended locations would be in high visitor use areas. It is also the material of choice for recognition plaques. Can use photos in the process at extra cost.

2.

Gator Foam.-A Styrofoam board faced and backed with illustration board. Image and text are screened onto the paper face after it has been prepared with a coat of paint. Product is for temporary interior displays, presentations, and master plans. Light, durable, and attractive. If it is used outside, it should be enclosed in a

3.

4.

5.

6.

7.

8.

moisture-proof case; however, other materials are better suited for exterior use. Will received multiple colors, but no photos unless they are glued to the panels.

High Impact Styrene.-An extremely durable and attractive material best suited for interior use. Similar in quality to fiberglass, except the image and copy are screened on the opaque materials. Can be used for high traffic areas. Will withstand considerable abuse; however, surface of image and copy can be scratched if one works at it. Temperature and weather tolerant.

Embedded Fiberglass.—Also known as Modulite and Fibrex, it is a process that produces a screen print substrate encapsulated into layers of fiberglass. Available in multiple colors. It is an attractive sign that is very resistant to shattering, weathering, fire, and graffiti and can be applied to virtually any surface. Comes in 1/16-inch and 1/8-inch thicknesses.

Masonite Silk Screen.-Material comes in 1/4-inch Masonite that is silk screened in multicolor latex enamel. The material is inexpensive, but limited in its applications. Best for interior use in displays or cabinets. Any use outdoors requires a nonpermeable covering as well as a location out of direct sunlight.

Photometal.-Photometal is an aluminum alloy that is electronically treated to produce a colored, corrosion-resistant surface. It is available in various shades of aluminum, bronze, and gold. Excellent longevity. Weather resistant and relatively vandal resistant.

Plexiglas.-Common Plexiglas with the screened image on the reverse side. Fairly scratch resistant, but does become brittle with age and will shatter by point impact. Best suited for interior use.

Polycarbonate.-Also known as Lexan and Tuffak, polycarbonate is a clear material with impact strength about 250 times stronger than glass. It is ultraviolet stabilized and is available in a full range of colors. Comes in 10-, 50-, 75-, and 125-mil thicknesses. Similar to Plexiglas, but it is softer and will not shatter on point impact. A matte velvet finish must be ordered because the gloss finish is very susceptible to scratching. Suitable for either interior or exterior use. The thinner mil (10-23 mil) can be used on asonite, metal, fiberglass, or other materials and is relatively inexpensive. Image is reverse silk screened. Resolution of the graphics and text suffers slightly in comparison with fiberglass-embedment process, but it is still considered a good product.

9. Polyethylene.-"Poly-Print" comes in 1/16-inch and 1/8-inch thicknesses. Durable and applicable to interior use. The low cost of this material makes it attractive for large multiple orders. Polyethylene does not do well outside and loses its image in direct sun.

10. Porcelain Enamel.-Also known as Dura-enamel and Enarneltec. The process is a fired-on, opaque, glassy coating on metal. Infinite colors, gloss, semigloss, pebble,