Both advertising agencies and drivers rely on subliminal perception, cognitive psychology, and a retina-neuron-kinesthetic linkage from a visual field read that overrides conscious left-brain reading. On the road, design is missile guidance.

Collision sites usually present to the retina, misleading cues and focal points, camouflage and optical illusions. These would be easily recognized and corrected by Architects. Further research in design via neurological and motivational factors promises to confront other distractions, arrogance and carelessness attributed by engineers as “the nut that holds the steering wheel”.

The death toll on the nation’s roadways now stands at 10 times the lives lost in the attacks on 9/11/01, each year. The death toll of pedestrians each year is double the 9/11/01 losses. Add 2,575,000 injured, to total 696 9/11s. According to NTSA, each death or injury costs the public in economic losses, an average of $1 million. There is a target of $44,400,000,000 to add back into the economy.

I have cut collisions in half by design in situ. Is there any other Architect out there who sees this syndrome as part of Architects’ calling to safeguard the health, safety and well being of the public? Or found a granting agency?

You make some very good points. Not only would your suggestions make the hospital ER environment safer, but they would also make the ER more comfortable and humane — reducing stress, anxiety and even pain for patients.

Thanks for your great comment!