chinadaily雙語新聞：小小創(chuàng)意讓開車更安全

chinadaily雙語新聞：小小創(chuàng)意讓開車更安全口Whenconventionalroadsignshavenoeffect,designersareturningtoincreasinglycleverwaystosubconsciouslymakedriversslowdownorpayattention.Lightswhichlast25yearsarecuttingJersey'sstreetlightingbillinhalfandmayimproveroadsafety.Aspooky,blackhumansilhouettesuddenlyappearedoutofnowhereontheroadsideofapicturesquecountryroadinsouthernFrance.Itwasthesizeofanadult,butithadnoface;instead,alightningboltseemedtosplititsheadintwo.Speedingdownthisroadwithnotraffic,nolamppostsandnospeedtraps-justancientplanetreestoweringonbothsides-Idismissedthefigureasaweirdprank.Butthentherewasanother.Andthentwomore,anadultandwhatlookedlikeachild.Thenitdawnedonme.Thecut-outsrepresentedpeoplewhodiedonthisroadincaraccidents.Themessagecameacross：Isloweddown.It’sanot-too-subtleexampleofastrategyknownasbehaviouralscienceornudging-techniquesthatmakepeopleactorrespondinacertainmanner.Somenudgingtacticsarestraightforwardorobvious.Signsdisplayingspeed,speedlimitsorremindingdriverstotakeregularbreakstrytocapturethedriver’sattentiondirectly.Othersaremoresubtle;likethe“averagespeed”cameras.Whilenormalspeedtrapstrytocatchspeedingdriversatonesinglespot,averagespeedcameraspunishdriverswhocoverthedistancebetweenpointAandBtoofast.Thenudgingworks：whenin2005averagespeedcameraswereinstalledona32-milestretchoftheA77motorwaynearGlasgowinScotland,theamountofroadcasualtiesfell37%.Thentherearemeasuresthattapmoreintothesubconscious.Someroadconstructionsitesusesmileysignstoinfluencedriverbehaviour：Atthestartoftheroadworksthesmileyissad-butitgetsprogressivelyhappierasyou’renearingtheendoftheconstructionzone.Thegoalistokeepdriversalertanddecreasetheirfrustrationwhiletheyhavetokeeptoalowerspeedlimit.InasimilarveinspeedboardsintheUKhavehadasmileyaddedunderneath.Theysmileatcarsunderthespeedlimit,andfrownatthosethatgoaboveit.BumpingbehaviourRoadsinsomecountriesareclearlymoredangerousthaninothers.Indiaaccountsfor10%ofallroadfatalities-about137,000peoplediedonIndianroadsin2021alone.Eventhoughthecountry'sfirstaccess-controlmotorway-thesix-laneMumbai-PuneExpresswayisrelativelylessdangerousthancrampedurbanstreets,therehavebeenmorethan2,000accidents,withatleast500fatalities,inits12yearsofoperation.Nudgingisonewayofdealingwiththeproblem.FinalMileisaMumbai-basedbehaviouralscienceanddesignfirmthathopesitcanplaymindtrickswithIndiandriverstopersuadethemtoslowdownandpaymoreattention.Morethanthree-quartersofaccidentshappenbecauseofahumanerror,saysRamPrasad,oneofthecompany'scofounders.Specifically,fiveaspectsofhumannatureareatplay：overconfidence;inattention;skewedperceptionofrisk;lackoffeedback;andlackofempathy-duetopooreyecontactathighspeeds.So,togetoverconfidentandinattentivedriverstoslowdownatIndia’smorethan13,000openrailwaycrossings,FinalMilehasinstalledspeed-bumpsthatrundiagonally,ratherthanperpendicular,totheroad.Thefrontwheelsofacarcrossthebumponeaftertheother,ratherthaninunison,makingthecarswingfromsidetoside.“Theybringinunfamiliarity,”saysPrasad,“motoriststendtoslowdownsignificantlyandthereforepaymoreattentiontoanoncomingtrain.”O(jiān)ntheMumbai-PuneExpressway,thesespeed-breakersarealsopaintedwiththickeryellowlines,makingthemappearhigher.Thistricksthedrivers,forcingthemtoreducespeedbeforeapproachingthem.GoingtheextrasmileAnothertacticistohumanisesignage.TheblacksilhouettesonFrenchandCanadianroadsareoneexample,largepostersinIndiashowingshockingpicturesofaman’sfaceinacrashareanother.“Thisbuildsempathy,”saysPrasad.“Andinsteadofjustsaying‘driveslowly',weshowwhathappensifyoudrivefast,”hesays.OnsomeUKroadsthefamiliar“Childrencrossing”signwithoutlinesofrunningchildrenhasbeenreplacedbyblacklife-sizesilhouettesofchildreninstead.Itworksevenbetterif“thechildrenfeaturingontheposteraresaying‘Ilivehere,’or‘Iwantmydaddytocomehomesafely',”saysPelleGuldborgHansen,behaviouralscientistattheUniversityofSouthernDenmark,andchairmanoftheDanishNudgingNetwork.Thismakestheimpactofaggressivedrivingveryobvious,andcreatesawarenessinanautomatic,effortlessway-whichiscrucial,saysIvoVlaev,anexperimentalpsychologistatImperialCollegeLondonintheUK.Itfallsin-betweentheextremesofcallingattentiontoyourspeedandaperceptionofapossiblerisk.Anothernudgebyillusionisareminderoftheforceofthelawbyusingfakepoliceofficers.InBangalore,lifesizekhaki-cladcardboardcut-outsofpolicemenareusedtopersuadedriverstobehave.SimilartricksareusedinChina,theUnitedStatesandsomeEuropeancountries.InPreston,atownintheUK,motoristshitthebrakesaftermistakinglife-sizedmetalreplicasforrealpoliceofficers.Sometownshaveplacedlife-sizecardboardcut-outsofpolicecarsonbridgescrossinghighways.查看譯文當常規(guī)道路標志不起效果的時候，設計師正轉向一個更聰明的方式去讓司機下意識減速或引起他們的注意。持續(xù)了25年的路燈在新澤西的街道照明預算中削減到一半，且能夠改善道路的安全。一個怪異的人形黑影突然出現(xiàn)在法國南部的一個風景如畫的鄉(xiāng)村公路上。這是一個成年人的體形，但是沒有臉；一道閃電似乎把它的頭劈成了兩半。沿著這條沒有交通擁擠，沒有路燈，沒有限速，僅僅兩邊種滿樹木的道路上加速，我把這個景象當作一個奇怪的惡作劇。但是之后又出現(xiàn)了另一個，然后又出現(xiàn)兩個，一個成年人和一個看起來像孩子一樣的人。然后我恍然大悟。這個景象代表了在這條路上出車禍去世的人們。我領會到了它要傳達的信息：我車速慢了下來。這個不太微妙的策略被稱為行為科學——這個技術，使人以某種方式行動或是做出回應。一些“督促”策略是直白或是明顯的。標識牌顯示速度、速度限制或是通過一些有規(guī)律的變化來直接引起司機的注意。其他的更加微妙，像“平均速度”相機。當規(guī)定一個正常速度來捕捉超速駕駛者在某一點的速度時，平均速度相機就會捕捉下來，懲罰從A到B點距離超速的司機。這些相機被用在：2005年時的平均速度的相機被安裝在蘇格蘭的格拉斯哥附近的一個32英里的A77高速公路上，道路傷亡數(shù)量下降了37%。還有更多利用潛意識的措施。一些道路建筑工地用笑臉符號影響司機的駕駛行為：在剛進入道路施工區(qū)時那個笑臉是悲傷的——但是當你靠近施工區(qū)的盡頭時它會逐漸快樂起來。它的目標是保持司機警惕，當他們不得不保持一個較低的速度限制時，降低他們的失落心情。本著同樣的目的，在英國速度主板下面會添加一個笑臉。它們對低于限速行駛的汽車微笑，對超過限速的汽車皺眉。碰撞行為一些國家的道路明顯比其他國家的更加危險。印度占所有道路死亡的10%——僅在2021年在印度的道路上就有大約13.7萬人死亡。即使在該國首條限行的車道上（有六條行車線的孟買-浦那高速公路），在投入使用的12年內，也發(fā)生了2000多起事故，其中至少有500起死亡事故，即使這條路比擁擠的城市街道相對安全些?！岸酱佟笔且环N處理問題的方式。孟買行為科學和設計公司“最后一英里”希望它能利用心理戰(zhàn)術勸印度司機開慢點，對道路安全多加重視。該公司創(chuàng)始人之一拉姆普拉薩德說，超過四分之三的事故的發(fā)生是因為人為錯誤。具體來說，是人性的五個方面在起作用：過度自信，注意力不集中，不準確的風險意識，缺