"To enhance the educational and recreational experiences of zoo visitors, Zoo Atlanta has developed a research program to inform the design of effective exhibit signage. The research design entails a parallel study, multimethod approach to be used throughout the Zoo. The first study utilizes a "before and after" design to evaluate the impact of sign performance on exhibit performance (attractiveness). The second study utilizes a product evaluation model to determine the impact of three sign characteristics on sign performance (learning). This paper reviews the purpose and procedures of the research program and reports the results of the initial exhibit performance study."