Abstract: The disclosure herein describes an information displaying traffic sign which comprises a board, the front side of which is formed of dusters of LED devices. Visors are mounted to the front of the board, each visor being provided with an opening on its top face so that vertical air circulation along the front side of the board may be permitted to cool the LED devices. Shades are provided, adjacent to each visor opening, to prevent sun rays from reaching the LED devices.