Hey there!
We are the Conservation
Communication Collaborative (CC-Co-lab for short)
We are certified signage nerds and our mission is to combine social science and design expertise to create research-driven, visually impactful signage that inspires responsible recreation and supports stewardship on public lands.
The CC-CoLab is an interdisciplinary team led by Dr. Will Rice, Assistant Professor of Outdoor Recreation and Wildland Management at the University of Montana, and Jeremy Shellhorn, Professor of Visual Communication Design at the University of Kansas.
With roots in Leave No Trace (LNT) principles, both Rice and Shellhorn serve as Leave No Trace Scientists, combining decades of expertise in recreation behavior and design communication.
We’re proud of our research-driven approach, leaning into peer-reviewed studies like
“The impact of graphic design on attention capture and behavior among outdoor recreationists: Results from an exploratory persuasive signage experiment” to ensure our designs are grounded in science and achieve measurable results.
The CC-CoLab is an interdisciplinary team led by Dr. Will Rice, Assistant Professor of Outdoor Recreation and Wildland Management at the University of Montana, and Jeremy Shellhorn, Professor of Visual Communication Design at the University of Kansas.
With roots in Leave No Trace (LNT) principles, both Rice and Shellhorn serve as Leave No Trace Scientists, combining decades of expertise in recreation behavior and design communication.
We’re proud of our research-driven approach, leaning into peer-reviewed studies like
“The impact of graphic design on attention capture and behavior among outdoor recreationists: Results from an exploratory persuasive signage experiment” to ensure our designs are grounded in science and achieve measurable results.
Core questions within our research agenda include:
- How can messaging and design be utilized, in concert, to target engrained ill-advised behaviors in parks?
- What is the role of information hierarchy in influencing visitor attention capture and behavior?
- How does image strategy (e.g., symbolic to iconic) and typography impact the perceived authority of the message?
- To what extent does brand identity and brand heritage influence visitor attention capture and behavior?
- How can universal (international) symbols in parks be improved to better communicate to visitors?
- How can signage design be utilized to create a sense of welcoming and belonging in parks?
- What are the roles of signage placement, material, and construction in influencing visitor attention capture and behavior?
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Press Coverage
Our work has garnered attention, including:
Could more creative road signs help protect grizzly bears?
Wyoming Public Media
UM student researchers create trailhead signs with impact
NBC Montana
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Project Partners
We have been fortunate to work with:
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We have been fortunate to work with:
CONSERVATION COMMUNICATION COLLABORATIVE