Strange new road signs are appearing on Welsh roads
The new signs and road markings have been introduced in a bid to make the roads safer
The road markings are designed to encourage bikers to position themselves correctly and slow down before left-hand-bends
(Image: Welsh Government)
A fresh road safety scheme aimed at enhancing motorcyclist safety has been launched in three areas of Wales. Innovative signs and road markings are being tested at four locations to positively affect the riding behaviour of motorcyclists navigating left-hand bends.
The new markings employ "nudge theory" principles to assist riders in making safer choices when approaching bends. Drawing on cutting-edge applied psychology, these techniques have already seen "astounding" results in Scotland.
Officially termed PRIMEs, an acronym for "Perceptual Rider Information for Maximising Expertise and Enjoyment", these measures use "subtle and well-placed visual cues" to encourage bikers to adjust their approach to blind bends. They are being introduced in Gwynedd, Denbighshire, and Powys. For our free daily briefing on the biggest issues facing the nation, sign up to the Wales Matters newsletter here
The inaugural trial of PRIMEs in Wales is being celebrated as a "major milestone" in the pursuit of data-informed, cost-effective safety enhancements for those most at risk on the roads. Should the trial prove effective, there's potential for a broader rollout of these signs and markings throughout the Welsh road network.
The new PRIME signs are rooted in psychological theory
(Image: Welsh Government)
The Welsh Government and the North and Mid Wales Trunk Road Agent (NMWTRA) are collaborating on this initial test of PRIME signs and markings at four notorious accident sites, reports North Wales Live.
Ken Skates, cabinet secretary for transport and North Wales, said: "Evidence shows that motorcyclists are amongst the most vulnerable road users, especially on roads with sharp bends. PRIME is an effective way to help reduce risks and support riders to make safer choices on the road, so it was right thing to do."
Proof that the road markings are effective was shown in western Scotland through what was considered the most comprehensive study of motorcyclist behaviour globally. Across three years, video recordings of over 32,000 biker trips were manually examined at 22 locations.
The study revealed that PRIME markings led to substantial speed reductions and improved braking practices. Positioning on the road was also enhanced, both when approaching and navigating the peak of curves.
At the time, Scottish transport minister Fiona Hyslop described the findings as "astounding". PRIMEs were regarded as a cost-effective road safety measure with "potentially global implications".
In truth, all road markings are created with safety as the priority, from yellow zigzags near schools to double white lines preventing overtaking. PRIMEs' effectiveness stemmed from focusing on particular road users.
Advocating for their rollout in Wales were Powys Council and Dyfed-Powys Police. Last year witnessed 25 crashes in the county that resulted in at least one motorcyclist fatality - a rise of 66% compared to 2023.
In May, North Wales Police oversaw a biker safety awareness event at Cae Llan car park in Betws-y-Coed, Conwy
(Image: North Wales Police)
In March, the local authority approved a motion urging the Welsh Government to provide funding for the PRIMES initiative. Councillors sought backing for the programme to tackle a "road safety crisis" across the county.
Comparable worries have been voiced throughout North Wales. During 2024, six motorcyclists lost their lives on the region's roads.
The figures for 2023 painted an even grimmer picture: eight bikers died and 81 sustained serious injuries.
This summer, North Wales Police is participating in the nationwide Op Apex campaign, aimed at boosting safety awareness amongst motorcyclists. In May, officers visited Cae Llan car park in Betws-y-Coed, a favoured gathering place for bikers.
Amongst those present was temporary Inspector Jason Diamond, the regional Op Apex coordinator. He commented: "North Wales is a magnet for motorcyclists due to the beauty of the area. Sign up for the North Wales Live newsletter sent twice daily to your inbox".
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"As a keen biker myself, I know that I and my fellow motorcyclist colleagues not only understand the risks, we are passionate about how we can work together to reduce these statistics."
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