chinadaily双语新闻：小小创意让开车更安全

chinadaily双语新闻：小小创意让开车更安全口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.”OntheMumbai-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.查看译文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。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，且能够改善道路的安全。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。沿着这条没有交通拥挤，没有路灯，没有限速，仅仅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。这个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、速度限制或是通过一些有规律的变化来直接引起司机的注意。其他的更加微妙，像“平均速度”相机。当规定一个正常速度来捕捉超速驾驶者在某一点的速度时，平均速度相机就会捕捉下来，惩罚从A到B点距离超速的司机。这些相机被用在：2005年时的平均速度的相机被安装在苏格兰的格拉斯哥附近的一个32英里的A77高速公路上，道路伤亡数量下降了37%。还有更多利用潜意识的措施。一些道路建筑工地用笑脸符号影响司机的驾驶行为：在刚进入道路施工区时那个笑脸是悲伤的——但是当你靠近施工区的尽头时它会逐渐快乐起来。它的目标是保持司机警惕，当他们不得不保持一个较低的速度限制时，降低他们的失落心情。本着同样的目的，在英国速度主板下面会添加一个笑脸。它们对低于限速行驶的汽车微笑，对超过限速的汽车皱眉。碰撞行为一些国家的道路明显比其他国家的更加危险。印度占所有道路死亡的10%——仅在2021年在印度的道路上就有大约13.7万人死亡。即使在该国首条限行的车道上（有六条行车线的孟买-浦那高速公路），在投入使用的12年内，也发生了2000多起事故，其中至少有500起死亡事故，即使这条路比拥挤的城市街道相对安全些。“督促”是一种处理问题的方式。孟买行为科学和设计公司“最后一英里”希望它能利用心理战术劝印度司机开慢点，对道路安全多加重视。该公司创始人之一拉姆普拉萨德说，超过四分之三的事故的发生是因为人为错误。具体来说，是人性的五个方面在起作用：过度自信，注意力不集中，不准确的风险意识，缺