county road commissions on regula- tions concerning the use of signs along public roadways. Have a professional artist letter your larger signs. On smaller information and directional signs, stencils or letter guides are acceptable. Following, in table form, is color combination infor- mation, (effects of letter size on dis- tant signs are readable), rate of trav- el to comprehend different message lengths and distance traveled during the reading of a sign at various speeds. This information will give you a basis for designing attractive and effective signs that will enhance the quality im- age for your pick-your-own operation. READABLE SIGNS Numerous tests on legibility of signs in different colors have been made from fast-moving vehicles. Color com- binations are listed below in the order of their visibility and legibility at a distance. (For a complete listing of color combinations and legibility, see Principles of Color Mixing by J. H. Pustanoby, McGraw-Hill Book Com- pany, New York, 1947). Seldom will anyone use all of the Most Easily Read Color Combinations Black on yellow Black on orange Yellow-orange on navy blue Bottle green on white Scarlet-red on white Black on white Navy blue on white White on navy blue Yellow-orange on black White on black White on bottle green White on scarlet-red White on purple Purple on white Navy blue on yellow Navy blue on orange Yellow on black Scarlet-red on yellow Yellow on navy blue Purple on yellow various advertising and promotional methods listed here. Usually some of these methods will have more practical application in a given situation than others. It is a matter of judgment which ones to use. The cost-benefit ratio of the different methods and materials Visibility, Letter Size and Content of Roadside Market Signs Distance from which sign must be visible to be fully read Number of words which can be read by the average motor- ist traveling at various speeds"* 30 40 50 60 Feet Inches mph mph mph mph 50 13/4 4 2 1 0 100 31/z 8 5 4 3 200 7 15 11 8 6 300 11 22 16 13 10 400 14 30 22 17 14 500 171/2 38 28 22 18 *Letters should be made using lines at least 1/5 as wide as the letter height. For example, letters 11 inches in height should be made with lines about 2-1/4 inches wide. **This assumes the reader gives full attention to the sign, has normal visual acuity (20:20) and is able to read and comprehend at the rate of 200 words per minute. Use posted speed limits as a guide to the speeds at which motorists travel unless more accurate information is available. ADVANCE SIGN LOCATIONS FOR VARIOUS SPEED ZONES Speed Limit Distance from advance (miles per hour) sign to market* 30 2/10 mile 40 1/4 mile 50 3/10 mile 60 4/10 mile *Based upon a decision time of 20 seconds plus reaction times and braking distances for a car in good condition on a dry, paved highway. Reaction time and braking distances obtained from Sports- manlike Driving, Third Edition, published by the American Automobile Association, Washington, D.C. should be the guide to their use. Signs both on roads leading to the farm, at the entrance and around the farm to direct people and give instructions are a most effective way to convey infor- mation. Signs are the one most use- ful advertising tool for pick-your-own operations. INSURANCE PROTECTION The lack of insurance protection can be a costly mistake for you. Just one severe accident by a pick-your-own customer at your farm can wipe out a lifetime of savings. You cannot afford to be without liability insurance. You are liable for almost any injury that occurs on your property. The posting of a sign "Not Responsible For Acci- dents" does not free you from liability. Helpful preventative measures include well maintained equipment; short, sturdy picking ladders; paths and walk- ways free of holes; marked and well- lighted steps; and hand rails. Fencing and guard rails around machinery or danger areas and keeping spray equip- ment and materials away from pickers are other needed safety measures. Post ground rules regarding ladder use and riding on wagons or trucks that haul people or produce to and from picking areas. Include in the ground rules, appropriate do's and don't in a concise easy-to-read form. Give a printed copy to each person who comes to pick their own produce. If an accident occurs as a result of violating posted rules, the persons involved can- not claim they were not informed of the hazard. While this will not neces- sarily relieve you of responsibility, it will certainly be a factor in your favor. It may prevent a damage claim. Most home or farm liability insur- ance policies will not cover a pick- your-own operation, if more than an occasional sale of produce is made in this manner. Check with your insur- ance agent and secure the needed cov- erage. Be honest and frank with your insurance agent about the nature of your pick-your-own business. If he is uncertain as to the limits of your cov- erage, ask him to spell this out in your policy or in a letter of explanation from the company carrying your insurance. The premium will likely be consider- ably higher than for regular farm liabil- ity insurance. 14-10 Minimum letter height"