This paper addresses the impact of bead density on paint pavement marking retroreflectivity. The writers collected retroreflectivity data and glass bead images on 40 segments of two-lane highways. Bead density is defined as the surface percentage of glass beads exposed above the paint marking material. Numerous methods for determining bead density were considered and studied. A new approach, referred to as a computer-aided counting method, was developed and a bead density analysis program was written. The program was used to analyze 108 images to obtain a bead density value for each image. A correlation study was conducted between pavement marking retroreflectivity and bead density. The findings of the study show that the normal range of glass bead density for older markings is 9–24% of the paint marking surface area. Furthermore, bead density values have a positive correlation with marking retroreflectivity readings; higher bead density leads to higher retroreflectivity. White paint markings have significantly higher retroreflectivity values than do yellow markings when the bead density values are the same.