A traffic message signal device includes a housing having a display structure. The display structure includes a non-reflective support panel supporting a plurality of light-emitting diode elements arranged in a configuration defining a traffic-related message. The light-emitting diode elements are high intensity limited dispersion L.E.D.s which emit light in an attenuated angular spread about a central axis. The light-emitting diode elements are supported on board members with their central axis generally parallel to each other and generally perpendicular to the support panel.