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Roadside Distractions

According to the latest in traffic sign research (a thing), people pay better attention to signs when the icons on them appear to be moving, reports a new study in the Journal of Consumer Research that tracked drivers' eye movements and reaction times. Study participants reacted to dynamic signs an average of 50 milliseconds faster—which, for a driver going 60 miles per hour, translates to about 4.5 feet—meaning that Hayward's sarcastic road signs showing people dynamically holding iPhones might be more effective than we previously assumed. [Co.Design; previously]