Nudging People to Slow Down on Lake Shore Drive

The book Nudge brought new attention to subtle changes that can improve everyday life. One such traffic-related nudge can be found in Chicago.

The curve at Lake Shore Drive and Oak Street in Chicago is a favorite nudge. The tight turn makes it one of the city’s most dangerous curves. To try and limit wrecks, in September 2006 the city painted a series of white lines perpendicular to traveling cars. The lines get progressively narrower as drivers approach the sharpest point of the curve, giving them the illusion of speeding up, and nudging them to tap their brakes.

What are the results?

To see if it could make the road even safer, the city installed a series of overhead flashing beacons, yellow and black chevron alignment signs, and warning signs posting the reduced advisory speed limit. Again, accidents fell – 47 percent over a 6-month period (March 2007 – August 2007 and March 2006 – August 2006). Keep in mind that the post-six-month period effect included both the signs and the lines.

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