Russian industrial designer Evgeny Arinin crafted an alternative LED traffic light that uses its "shape, big arrows, and punchy icons to loudly articulate the rules of the road." WIRED staffer Margaret Rhodes reports on Arnin's new traffic light that combines information, that would typically take two or more signs to display, into a single intuitive signal.
NYU psychologist Denis Pelli explains what a new traffic light design needs to be taken seriously and examine the benefits Arinin's design, which is still just a concept:
"But Arinin’s design seems much better than having a second sign that tells you when you can turn left. That’s a useful integration.” Pelli says he likes a few other features in Arinin’s concept, too, like including numerical countdown times in signs, along with red Xs to clearly point out what’s off limits.