Bike symbol cuts through urban light clutter

The Brainy Bike Light claims to play on the way our brains react to instantly recognisable symbols - the design uses an illuminated bike symbol to stand out from urban light clutter.

The light was developed with the help of a specialist in behavioural economics, who found a bike symbol was more quickly recognised by other road users than conventional bike lights. Professor Charles Spence at the University of Oxford says of the Brainy Bike Light “The use of a highly recognisable symbol, one that is deeply imbued with meaning, constitutes an extremely clever and effective means of creating greater awareness and faster reactions from drivers of other vehicles.”

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