Simple Change To Familiar Road Signs Might Save Countless Lives
A pedestrian is fatally struck by a motor vehicle every two hours on average in the U.S. But a new study suggests that it may be possible to cut down on that number simply by swapping out road signs featuring those familiar static-looking stick figures with signs bearing active-looking figures.
“A sign that evokes more perceived movement increases the observer’s perception of risk, which in turn brings about earlier attention and earlier stopping,” study co-author Dr. Ryan Elder, a professor of marketing at Brigham Young University in Provo, Utah, said in a written statement.
For the study, the researchers used driving simulators and eye-tracking technology to gauge how fast male and female motorists reacted to various road signs. The data showed that motorists react an average of 50 milliseconds faster to dynamic-looking signs than to the road signs now in use across the country.
That might not sound like much of a difference, but it translates into a 4.4-foot reduction in the stopping distance of a car moving at 60 mph. The reduction in stopping distance would be greater in cars moving at faster speeds.
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Dynamic signs feature human figures that appear to —> Read More Here