小小创意让开车更安全
<p><span word="When">When</span> <span word="conventional">conventional</span> <span word="road">road</span> <span word="signs">signs</span> <span word="have">have</span> <span word="no">no</span> <span word="effect">effect</span>, <span word="designers">designers</span> <span word="are">are</span> <span word="turning">turning</span> <span word="to">to</span> <span word="increasingly">increasingly</span> <span word="clever">clever</span> <span word="ways">ways</span> <span word="to">to</span> <span word="subconsciously">subconsciously</span> <span word="make">make</span> <span word="drivers">drivers</span> <span word="slow">slow</span> <span word="down">down</span> <span word="or">or</span> <span word="pay">pay</span> <span word="attention">attention</span>.</p><p><span word="Lights">Lights</span> <span word="which">which</span> <span word="last">last</span> 25 <span word="years">years</span> <span word="are">are</span> <span word="cutting">cutting</span> <span word="Jersey">Jersey</span>'<span word="s">s</span> <span word="street">street</span> <span word="lighting">lighting</span> <span word="bill">bill</span> <span word="in">in</span> <span word="half">half</span> <span word="and">and</span> <span word="may">may</span> <span word="improve">improve</span> <span word="road">road</span> <span word="safety">safety</span>.</p><p><span word="A">A</span> <span word="spooky">spooky</span>, <span word="black">black</span> <span word="human">human</span> <span word="silhouette">silhouette</span> <span word="suddenly">suddenly</span> <span word="appeared">appeared</span> <span word="out">out</span> <span word="of">of</span> <span word="nowhere">nowhere</span> <span word="on">on</span> <span word="the">the</span> <span word="roadside">roadside</span> <span word="of">of</span> <span word="a">a</span> <span word="picturesque">picturesque</span> <span word="country">country</span> <span word="road">road</span> <span word="in">in</span> <span word="southern">southern</span> <span word="France">France</span>. <span word="It">It</span> <span word="was">was</span> <span word="the">the</span> <span word="size">size</span> <span word="of">of</span> <span word="an">an</span> <span word="adult">adult</span>, <span word="but">but</span> <span word="it">it</span> <span word="had">had</span> <span word="no">no</span> <span word="face">face</span>; <span word="instead">instead</span>, <span word="a">a</span> <span word="lightning">lightning</span> <span word="bolt">bolt</span> <span word="seemed">seemed</span> <span word="to">to</span> <span word="split">split</span> <span word="its">its</span> <span word="head">head</span> <span word="in">in</span> <span word="two">two</span>.</p><p><span word="Speeding">Speeding</span> <span word="down">down</span> <span word="this">this</span> <span word="road">road</span> <span word="with">with</span> <span word="no">no</span> <span word="traffic">traffic</span>, <span word="no">no</span> <span word="lampposts">lampposts</span> <span word="and">and</span> <span word="no">no</span> <span word="speed">speed</span> <span word="traps">traps</span> – <span word="just">just</span> <span word="ancient">ancient</span> <span word="plane">plane</span> <span word="trees">trees</span> <span word="towering">towering</span> <span word="on">on</span> <span word="both">both</span> <span word="sides">sides</span> – <span word="I">I</span> <span word="dismissed">dismissed</span> <span word="the">the</span> <span word="figure">figure</span> <span word="as">as</span> <span word="a">a</span> <span word="weird">weird</span> <span word="prank">prank</span>. <span word="But">But</span> <span word="then">then</span> <span word="there">there</span> <span word="was">was</span> <span word="another">another</span>. <span word="And">And</span> <span word="then">then</span> <span word="two">two</span> <span word="more">more</span>, <span word="an">an</span> <span word="adult">adult</span> <span word="and">and</span> <span word="what">what</span> <span word="looked">looked</span> <span word="like">like</span> <span word="a">a</span> <span word="child">child</span>. <span word="Then">Then</span> <span word="it">it</span> <span word="dawned">dawned</span> <span word="on">on</span> <span word="me">me</span>. <span word="The">The</span> <span word="cut">cut</span>-<span word="outs">outs</span> <span word="represented">represented</span> <span word="people">people</span> <span word="who">who</span> <span word="died">died</span> <span word="on">on</span> <span word="this">this</span> <span word="road">road</span> <span word="in">in</span> <span word="car">car</span> <span word="accidents">accidents</span>. <span word="The">The</span> <span word="message">message</span> <span word="came">came</span> <span word="across">across</span>: <span word="I">I</span> <span word="slowed">slowed</span> <span word="down">down</span>.</p><p><span word="It">It</span>’<span word="s">s</span> <span word="a">a</span> <span word="not">not</span>-<span word="too">too</span>-<span word="subtle">subtle</span> <span word="example">example</span> <span word="of">of</span> <span word="a">a</span> <span word="strategy">strategy</span> <span word="known">known</span> <span word="as">as</span> <span word="behavioural">behavioural</span> <span word="science">science</span> <span word="or">or</span> <span word="nudging">nudging</span> – <span word="techniques">techniques</span> <span word="that">that</span> <span word="make">make</span> <span word="people">people</span> <span word="act">act</span> <span word="or">or</span> <span word="respond">respond</span> <span word="in">in</span> <span word="a">a</span> <span word="certain">certain</span> <span word="manner">manner</span>. <span word="Some">Some</span> <span word="nudging">nudging</span> <span word="tactics">tactics</span> <span word="are">are</span> <span word="straightforward">straightforward</span> <span word="or">or</span> <span word="obvious">obvious</span>. <span word="Signs">Signs</span> <span word="displaying">displaying</span> <span word="speed">speed</span>, <span word="speed">speed</span> <span word="limits">limits</span> <span word="or">or</span> <span word="reminding">reminding</span> <span word="drivers">drivers</span> <span word="to">to</span> <span word="take">take</span> <span word="regular">regular</span> <span word="breaks">breaks</span> <span word="try">try</span> <span word="to">to</span> <span word="capture">capture</span> <span word="the">the</span> <span word="driver">driver</span>’<span word="s">s</span> <span word="attention">attention</span> <span word="directly">directly</span>. <span word="Others">Others</span> <span word="are">are</span> <span word="more">more</span> <span word="subtle">subtle</span>; <span word="like">like</span> <span word="the">the</span> “<span word="average">average</span> <span word="speed">speed</span>” <span word="cameras">cameras</span>. <span word="While">While</span> <span word="normal">normal</span> <span word="speed">speed</span> <span word="traps">traps</span> <span word="try">try</span> <span word="to">to</span> <span word="catch">catch</span> <span word="speeding">speeding</span> <span word="drivers">drivers</span> <span word="at">at</span> <span word="one">one</span> <span word="single">single</span> <span word="spot">spot</span>, <span word="average">average</span> <span word="speed">speed</span> <span word="cameras">cameras</span> <span word="punish">punish</span> <span word="drivers">drivers</span> <span word="who">who</span> <span word="cover">cover</span> <span word="the">the</span> <span word="distance">distance</span> <span word="between">between</span> <span word="point">point</span> <span word="A">A</span> <span word="and">and</span> <span word="B">B</span> <span word="too">too</span> <span word="fast">fast</span>. <span word="The">The</span> <span word="nudging">nudging</span> <span word="works">works</span>: <span word="when">when</span> <span word="in">in</span> 2005 <span word="average">average</span> <span word="speed">speed</span> <span word="cameras">cameras</span> <span word="were">were</span> <span word="installed">installed</span> <span word="on">on</span> <span word="a">a</span> 32-<span word="mile">mile</span> <span word="stretch">stretch</span> <span word="of">of</span> <span word="the">the</span> <span word="A">A</span>77 <span word="motorway">motorway</span> <span word="near">near</span> <span word="Glasgow">Glasgow</span> <span word="in">in</span> <span word="Scotland">Scotland</span>, <span word="the">the</span> <span word="amount">amount</span> <span word="of">of</span> <span word="road">road</span> <span word="casualties">casualties</span> <span word="fell">fell</span> 37%.</p>
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