FOCUS LINES
FOCUS LINES
Brand
Ecuadorian Ministry of Transport
Agency
FamousGrey
‘Focus Lines’ are coloured dashed lines painted randomly over the existing white road markings. They serve as visual stimuli for drivers, breaking the hypnotising repetition of the road.
Focus Lines are painted in different high contrast colours and in different intervals, as not to become a repetition in itself. The interval variable changes depending on the intended speed of the specific road, and the colours were chosen that initiated the biggest effects during testing. Focus Lines are extremely simple and cost-efficient to implement, making them accessible to countries on all continents. Discover more about Focus Lines’ best implementation practices here.
The concept was analysed by a team of neuroscientists, testing the variations of cerebral activation between a common path and the ‘Focus Lines’. Face Reading and Electro Encephalography methods were used, analysing in precision every face expression during the drive and measuring changes in brain activity. You can download the report here.
4.78%
increase of the engagement on the ‘Focus Lines’ highway. Meaning drivers are more concentrated on the task of driving.
increase of the drivers’
level of attention
20.58%
21.78%
decrease of the number of times that drivers closed their eyes on the ‘Focus Lines’ highway
86%
of drivers claim to experience a noticeable to strong effect on their alertness (Post-simulation survey VIAS, 2019)
0%
Awards
The One Show 2020 | Gold in Design, Spatial Design - Wayfinding
Cannes Lions 2019 | Bronze in Design, Wayfinding & Signage
Cannes Lions 2019 | Shortlist in Design, Spatial & Sculptural Exhibitions and Experiences
Cannes Lions 2019 | Shortlist in Design, Design-driven Effectiveness
Eurobest 2019 | Gold in Outdoor, Interactive Experiences
Eurobest 2019 | Silver in Design, Environmental / Social Impact
of drivers think ‘Focus Lines’ are interfering with their driving (Post-simulation survey VIAS, 2019)
Eurobest 2019 | Shortlist in Design, Innovation & Solution
Eurobest 2019 | Shortlist in Industry Craft, Outdoor
Creative Belgium Awards 2020 | Gold in Media, Ambient Media
Creative Belgium Awards 2020 | Shortlist in Direct, Experience Design
The Caples Awards 2020 | Bronze in Innovation
The Caples Awards 2020 | Bronze in Ambient/Guerilla/Outdoor