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Create FREE AdInnovative road signage implemented in Scotland has improved motorcycle safety. It is based on natural instincts of the human mind – mental shortcuts.
At first glance, the new markings are very simple, even primitive. Under the complex acronym PRIME (Perceptual Rider Information for Maximising Expertise and Enjoyment) are appropriately painted lines on the road that guide the rider not only to the position in the lane before a turn but also indicate the recommended speed to enter it.
The project of new markings is based on Richard Thaler's formulated "nudge theory," which concerns the use of mental shortcuts to change human behaviors. In short, it involves utilizing mental shortcuts to alter habits and thereby improve the quality of specific behaviors. In the case of the PRIME signage, the objective is, of course, to enhance road safety.
Over a period of three years, research was conducted at 22 test locations in Western Scotland to study motorcycle riders' behaviors in interaction with the new markings. During this time, a total of 32,000 motorcycles were exposed to the PRIME signage. The summary of the research yielded surprising results:
Furthermore, since the start of the testing, no collisions resulting in injuries to motorcyclists occurred at any of the previous "black spots" where the PRIME markings were implemented.
The research results can be considered a revolution in the field of road safety. It not only demonstrates that a scientific approach to this issue is much more effective than increasing infrastructure elements but also shows that the utilization of scientific theories can save a significant amount of money. The costs of implementing the PRIME signage are minimal, while their effectiveness is remarkably high.
The next step is to develop guidelines for Scottish road authorities on how to implement the PRIME markings locally. We hope that the solutions employed in the far north will also interest all safety specialists.