1惊1乍的小小创意让开车更安全.pptxVIP

When conventional road signs have no effect, designers are turning to increasingly clever ways to subconsciously make drivers slow down or pay attenti ion. 当常规道路标志不起效果的时候，设计师正转向一个更聪明的方式去让司机下意识减速或引起他们的注意。 Lights which last 25 years are cutting Jerseys street lighting bill in half and may improve road safety. 持续了25年的路灯在新泽西的街道照明预算中削减到一半，且可以改善道路的安全。 A spooky, black human silhouette suddenly appeared out of nowhere on the roadside of a picturesque coun try road in southern France. It was the size of an adult, but it had no face; instead, a lightning bolt seemed to split its head in two. 一个怪异的人形黑影突然出现 在法国南部的一个风景如画的乡村公路上。这是一个成年人的体形，但是没有脸；一道闪电似乎把它的头劈成了两半。 Speeding down this road with no traffic, no lampposts and no speed traps – just ancient plane tre es towering on both sides – I dismissed the figure as a weird prank. But then there was another. And then two more, an adult and what looked like a ch ild. Then it dawned on me. The cut-outs represented people who died on this road in car accidents. The message came across: I slowed down. 沿着这条没有交通拥挤， 没有路灯，没有限速，只是两边种满树木的道路上加速，我把这个景象当作一个奇怪的恶作剧。但是之后又出现了另一个，然后又出现两个，一个成年人和一个看起来像孩子一样的人。然后我恍然大悟。这个景象代表了在这条路上出车祸去世的人们。我领会到了它要传达的信息：我车速慢了下来。 It’s a not-too-sub tle example of a strategy known as behavioural science or nudging – techniques that make people act or respond in a certain manner. Some nudging tacti cs are straightforward or obvious. Signs displaying speed, speed limits or reminding drivers to take regular breaks try to capture the driver’s attent ion directly. Others are more subtle; like the “average speed” cameras. While normal speed traps try to catch speeding drivers at one single spot, ave rage speed cameras punish drivers who cover the distance between point A and B too fast. The nudging works: when in 2005 average speed cameras were in stalled on a 32-mile stretch of the A77 motorway near Glasgow in Scotland, the amount of road casualties fell 37%. 这一不太微妙的策略被称为行为科学——这个技术，使人以某种方式行动或是做 出回应。一些“督促”策略是直白或是明显的。标识牌显示速度、速度限制或是通过