As the field service life of retroreflective raised pavement marker (RRPM) is much shorter than expected, it is necessary to identify the causes and thus improve the RRPM structural design to mitigate the main failure modes, such as poor retention from pavements, structural damage, and loss of retroreflectivity. One strategy for extending RRPM service life is to enhance RRPM geometric characteristics to decrease critical stresses in markers. The main purpose of this thesis is to analyze the relationship between stresses, failure modes, and RRPM profiles. Based on this research, some measures are suggested in order to avoid corresponding failure modes by optimizing RRPM profiles.