THE PRINCIPLE

To capture people’s attention, show them something different

A sign on a construction site in Newcastle warns digger drivers, ‘9 ½ MPH SPEED LIMIT IN FORCE.’

Why nine and half? Why not ten?

Richard Hancock, project manager for the company Galliford Try, explains:

‘If you put a 10 mph limit sign up, people barely notice it and go their own speeds. If you put nine-and-a-half miles an hour, then people do a double-take and stick to it.’

It worked on the first site at which they tried it so now they’re using it at others as well.

It’s a good demonstration that what you use to get attention doesn’t have to be expensive or complicated. Just different.