Abstract: A message sign alert device including a housing having a planar message display window and a first visual alert window positioned on a periphery of the planar message display window. Within the housing are a message display section, a first visual alert section, and a control unit that operates the first visual alert section and the message display section for providing a visual attraction to the display of a message on the message display section. A planar display unit in the message display section includes a plurality of light emitting message elements and projects through the planar message display window at a substantially normal angle to the planar message display window. The first visual alert section has at least one light emitting element positioned adjacent to the first visual alert window for projecting through the first visual alert window at an oblique angle relative to the planar message display window.