December 2012
Beginner
240 pages
4h 21m
English
Content preview from Creativity Now, 2nd Edition
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They took a half-measure to promote safety
THE PRINCIPLE
To capture people’s attention, show them something different
A sign on a construction site in Newcastle warns digger drivers, ‘9 ½ MPH SPEED LIMIT IN FORCE.’
Why nine and half? Why not ten?
Richard Hancock, project manager for the company Galliford Try, explains:
‘If you put a 10 mph limit sign up, people barely notice it and go their own speeds. If you put nine-and-a-half miles an hour, then people do a double-take and stick to it.’
It worked on the first site at which they tried it so now they’re using it at others as well.
It’s a good demonstration that what you use to get attention doesn’t have to be expensive or complicated. Just different.
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