A Safer Bike Light Inspired By A Basic Psychology Concept [Video]


The Brainy Bike Light uses the symbol of a person on a bike to let drivers automatically know what is in front of them.

Leah Gonzalez
  • 14 april 2014

Sometimes it can take a few precious seconds for drivers to notice a cyclist even if they have safety lights or reflective vests on. It’s partly due to how the brain works, according to studies on behavioral science. Studies have shown that drivers can go on a sort of “auto-pilot” mode when they’re traveling, especially when they’re on a route they travel so often and know so well.

Because those few seconds could mean life or death for a cyclist, Brainy Bike Lights have developed a set of front and rear bike lights that use the symbol of a person on a bike to automatically tell a driver what’s in front of them.


The Brainy Bike Light team, which includes engineers, product designers, and a behavioral scientist, wanted to use a “brainy” or science-based approach to create a product that can help improve the safety of cyclists on the road. The idea behind Brainy Bike Lights is backed by studies conducted by the University of Oxford.

The team used the concept of priming to come up with the symbol for the bike lights. The simple symbol of a bike “primes” drivers to think “bike” when they see it. It makes them realize quickly that there is a cyclist in front of them. The bike symbol increases awareness on the streets and helps make drivers more “cognitively efficient,” which means they are able to recognize it quickly and react.

A set of Brainy Bike Lights can be pre-ordered for £45 or around $75 US. Shipping will start on April 15th.

Brainy Bike Lights
[h/t] The Independent

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