U-Turn on Rest Area Communications?

Continuing my November theme of travel and marketing, I present two exhibits from my road trip along the Garden State, better known as New Jersey.

These two photos show parts of a fast-food tray liner at a rest stop restaurant along the New Jersey Turnpike.

The Turnpike Authority wants drivers to know more about safety on the road, and what better way than inviting them to read a few facts and take a quick quiz?

Good idea, not as good execution. The folks who wrote the facts, quiz, and answers should have tested their communications before going to print.

In the top photo, the first sentence reads: "Signing is the primary medium at which the roadway has to communicate with motorists." Huh? Not so clear.

In the second photo, question #1 is clear and straight-forward: "Why is the Emergency Pull-Off sign yellow?" It's the answer that has me puzzled: "To enhance conspicuity."

My marketing advice: To enhance conspicuity, the Turnpike Authority should do a U-turn on communications and road-test all headlines and copy before hitting the print button. If it's a matter of safety, then it's safer to test before printing and distributing.