Flashing lights are used in visual signaling applications to provide attention-getting properties. While the effective intensity concept for quantifying the visual effectiveness of flashing signal lights relative to steady-burning lights generally ranks signals properly with respect to conspicuity, brightness, and overall visibility, these responses differ substantially in terms of the absolute intensity needed to achieve each response. To better understand the role of flashing light characteristics (intensity, duration and flash energy) on visual responses, a laboratory experiment was conducted to assess the relative brightness and apparent speed of onset of simultaneously presented, suprathreshold flashes of white light under dark viewing conditions. Judgments of brightness were mainly dependent upon the flash energy. Judgments of apparent speed were unrelated to flash duration for short flashes (duration ⩽ 25 ms) but dependent upon flash duration for longer durations (25 ms ⩽ duration ⩽ 125 ms). The results can provide some guidance regarding flashing light characteristics to optimize different visual responses.