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Instead of asking what can we add to our roads to make them safer, they began asking, in the counterintuitive style of IDEO, what would a safer road look like? What they discovered astonished them. It turns out conventional wisdom about traffic is wrong. Often, the less you tell motorists how to behave, the more safely they drive. Think about it. Most accidents occur near school gates and crosswalks or around bus and cycle lanes, which all tend to be regulated by a dense forest of signs, lights, and road markings. That barrage of instruction can distract drivers. It can also lull them into a false sense of security, making them more likely to race through without paying attention. Minimize the lights, the signage, the visual cues, and motorists must think for themselves. They have to make eye contact with pedestrians and cyclists, negotiate their passage through the cityscape, plan their next move. Result: traffic flows more freely and safely. Ripping out the signage along Kensington High Street, one of the busiest shopping strips in London, helped slash the accident rate by 47 percent.
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Carl Honoré (The Slow Fix: Solve Problems, Work Smarter, and Live Better In a World Addicted to Speed)