We propose that features of static visuals can lead to perceived movement (via dynamic imagery) and prepare the observer for action. We operationalize our research within the context of warning sign icons and show how subtle differences in iconography can affect human behavioral response. Across five studies incorporating multiple methodologies and technologies (click-data heat maps, driving simulations, surveys, reaction time, and eye tracking), we show that warning sign icons that evoke more (vs. less) perceived movement lead to a quicker propensity to act because they suggest greater risk to oneself or others and increase attentional vigilance. Icons used in our studies include children crossing signs near schools, wet floor signs in store settings, and shopping cart crossings near malls. Our findings highlight the importance of incorporating dynamic elements into icon design to promote imagery and thereby elicit desired and responsible consumer behavior.O n a daily basis we consume countless public and private facilities, from swimming pools to beaches, neighborhood playgrounds to amusement parks, and parking lots to roads. While it is important to study what facilities we consume, it is also important to study how we consume them. Irresponsible consumption, such as ignoring warning signs and product labels, leads to costs that are incurred not only by the consumer and the company but also by society as a whole. For example, over 60,000 people each year require emergency room treatment for injuries sustained in swimming pool accidents in the Luca Cian (luca_cian@yahoo.it) is assistant professor of marketing at the