Simulating traffic engineering solutions to predict changes in driving behaviour

The growth in motorised traffic on rural lanes in the UK has increased the dangers of, and dissuades people from, walking, cycling or horse riding on roads in the countryside. A UK Government initiative, “Quiet Lanes”, aims to address this contra-sustainability development and make rural lanes safe and attractive for non-motorised users. Although traffic calming measures have been employed in urban areas, their translation into more environmentally sensitive rural areas has been problematic, largely on aesthetic grounds as they often have an urban appearance. Innovative solutions are necessary to reduce traffic speed but it would be prudent to assess experimentally the likely effectiveness and acceptability of any new measures before they are built. This paper discusses the use of simulated environments by means of manipulated colour photographs to predict changes in driving behaviour associated with changing road environments. It was found that respondents were able to differentiate between the different simulated engineering solutions and their suggested driving behaviour accurately reflected that associated with road use under similar conditions elsewhere.