My UX teacher at university consulted with our province on the design of new highway signs (I think it was for the icons that tell you what's at the next off-ramp/service centre). So, it certainly is possible to consider the use case (user-centred design is what she specializes in) and design the signs accordingly.
Related: US traffic signs always bothered me because we have trained users who need to be able to identify the traffic signs as quickly as possible so that they can focus on the road. Yet we use traffic signs that are optimized for the opposite use case. Europe and most other countries are way ahead on that.