JACKSON, Wyo. — A study completed in Grand Teton National Park (GTNP) last summer — which tried to determine how a series of signs and designs impacted driver behavior in a known grizzly corridor — was part of a larger effort by a small team to show that incorporating design techniques and color theory can create a more effective message.
Miranda Foster, who recently graduated with a master’s degree in parks, recreation and tourism management from the University of Montana (UM), had the opportunity to lead two local studies in 2024 (in addition to her thesis) that were tied together under the umbrella of reducing human/wildlife conflict.
“The study [in GTNP] was part of a two-pronged project about human and wildlife conflict,” Foster told Buckrail. “It was the best study I’ve done so far that shows the real outcomes of applied science. The results were so tangible.”
The other prong of the project was a study completed on Togwotee Pass that sought to learn what kind of messaging would actually deter people from approaching wildlife such as bears.
Will Rice, assistant professor of outdoor recreation and wildland management at UM, participated in both studies with Foster, along with Jeremy Shellhorn, professor of visual communication design at the University of Kansas.
After completing the two studies, Rice and Shellhorn launched a collaborative design project to help move graphic design to the front of conversations about messaging and signage, especially in regards to outdoor recreation.
The Conservation Communication Collaborative, or CC Co-Lab, states that Rice and Shellhorn are “certified signage nerds” with a mission to “combine social science and design expertise to create research-driven, visually impactful signage that inspires responsible recreation and supports stewardship on public lands.”
While the CC Co-Lab tackles projects of a wide purview, the two studies done locally were directly related to curtailing human and wildlife incidents near roadways. Rice discussed the importance of the moment, citing Benjamin Goldfarb’s 2023 book “Crossings: How Road Ecology Is Shaping the Future of Our Planet” and Grizzly 399’s death last fall. According to Environment America, there are more than 1,000 wildlife bridges and tunnels across the nation, with more being built every year.
“We are just realizing from a research and design perspective, more and more, how we can work across disciplines to provide better signage,” Rice told Buckrail.
The study conducted on Togwotee Pass sought to address a phenomenon referred to as “bear blindness,” when tourists encounter a bear on the roadside and seem to lose the ability to make safe decisions. This presents itself in behaviors like leaving a vehicle to approach wildlife.
The researchers explored different messaging strategies and presented a variety of example signs to visitors, collecting responses, reflections and perceptions of the effectiveness of each sign. Each prototype sign included a variety of typefaces, colors, images, messaging tones and agency branding for the U.S. Fish and Wildlife Service. The team designed a final sign based on feedback about authority, aesthetics and messaging.
The research team has handed over all of the findings from both studies, as well as the final designs, to the appropriate agencies. Their goal now is to continue working with their partners in the field, and to create relationships that allow social science and natural science to work alongside each other.
“These are exploratory studies, and the findings lay down the foundation for further studies,” said Foster. “[Design] is such a powerful tool on behavior and influencing emotion. To not use it in a recreational context would be a waste.”
