It is a phrase familiar to many cyclists who have come a cropper on our roads and retained the ability to hear the words: "Sorry mate, I just didn't see you." But how could you not see a big lump of human right in front of your eyes? The answer: a fault in our brains that means, sometimes, even when there is eye contact, the image of a cyclist does not materialise before it's too late.

There are about 4000,000,000 cyclists in the world and increasing urbanisation means that cycling is getting riskier.  Figures from the Royal Society for the Prevention of Accidents show that in the UK alone 19,000 cyclists are killed or injured each year and around 75% of fatal or serious cyclist accidents occur in urban areas.  Their research has also shown that cycling accidents that happen at night are more likely to be fatal. Overlay that data with research conducted amongst 5000 adults by the Child Accident Prevention Trust in 2011 which discovered that 55% of them travelled to and from work on ‘autopilot’, with 25% unable to recall details of their commute, including whether or not they had stopped at red traffic lights, and it seems clear that cyclists could do with some extra standout on the road.

As a result a team in the city of Oxford was put up that not only included cutting edge lighting engineers and product designers, but also a behavioural scientist who understood how the brain is wired and how to nudge and steer people’s awareness and behaviour subconsciously. Hence the creation of Brainy Bike Lights.

Testing and research conducted by the University of Oxford suggest new bike symbol lights could create significantly better cyclist standout than anything currently available because they enable quicker and more accurate identification of cyclists by drivers. This major safety breakthrough has been achieved by behavioural change consultant (and cyclist) Crawford Hollingworth. Recognising that most urban cycling accidents are caused by cars or taxis hitting cyclists from behind, he has invented a very different type of bike light using the international symbol of a cyclist on a bike. Called Brainy Bike Lights, they consist of a pair of front (white) and rear (red) lights. They create fast cyclist recognition and clear stand out because the brain detects and interprets the bike symbols more quickly. Combined with clever LED edge lighting both symbol lights project a sharp diffuse light and symbol clarity from all angles at up to 20 metres distance in daylight or darkness.

Tech Specs

1. The edge lit symbol allows sharp visibility even at acute angles
2. The LED symbol delivers a constant light intensity at all points
3. The lights give amazing visibility and ultra sharp standout at up to 20m
4. The lights operate static and flashing programs; including static, flashing, intense static and intense flashing
5. The front light has a battery life of approx 50 hours on flash program
6. The rear light has a battery life of approx 200 hours on flash program
7. Front and rear lights fit together in compact storage case when not in use
8. The lights come complete with two easy to fasten straps for quick screw free fixing to your bike and easy release clips
9. Front and rear lights in flashing mode conform to road vehicle licensing regulations
10. International technology and design patents have been filed around this unique and original light.

For more information on Brainy Bike Lights please visit: Brainy Bike Lights