People pay more attention to signs that appear dynamic than those with static figures, according to a new study.
Drivers don’t always pay enough attention to the road signs around them. For instance, a Chicago survey last year found that 61% of drivers didn’t stop at pedestrian crossings, even when there were signs telling them to do so. Worse, the faster drivers go, the narrower their field of vision, meaning they focus on a smaller area of space in front of them, so they might be slower to register warning signs.
One way to improve how drivers react to street signs? Make them look more dynamic. A group of researchers from the University of Michigan and Brigham Young University used eye-tracking technology to examine how moving or static figures featured in the various designs of road signs affected drivers’ reaction times. In their paper, published in the Journal of Consumer Research, they found that people paid better attention to signs with more implied movement, like when a pedestrian looks like she’s running instead of walking, or a rock looks like it’s in the process of falling off a cliff instead of sitting on the road.
The more permanent answer to helping drivers pay attention to road signs might be slowing down traffic altogether, but that’s not a politically popular idea in many American cities. As more cities get serious about traffic safety, dynamic signage might help keep everyone safe on the road.