HEALTH & SAFETY


While the human mind has a remarkable


ability to interpret abstract symbols, shapes and colours quickly, we can soon become desensitised to something, even though the hazard remains the same. Repeated exposure to even the most impactful signage over time can make it less effective. In other words, we become ‘blind’ to it, sometimes failing to register the hazard because we have not had an accident up to now. This is exacerbated by another


phenomenon known as ‘cluster blindness’, which occurs when there is too much information displayed in one place. Common signage such as ‘no entry’, ‘toxic waste’ or ‘safety workwear must be worn’ is used across UK workplaces. Yet the pandemic has created more visual cues, with people coming into contact with social distancing markers, face covering reminders and Test and Trace prompts numerous times, on a daily basis. Even before the pandemic, overcoming


sign blindness was a challenge for all health and safety specialists. With the increased overexposure to signage and overwhelming cognitive load, the need for new solutions has never been stronger.


Breaking up the load


To find what works, it is important to understand how the human brain responds to information, and what makes messaging clear. We all have a limited capacity for processing


the visual cues in the physical environment. In a room, objects, people, elements of the built environment such as doors or windows and additional signage can all create a visually complex scene. When the brain is confronted with more information than it has the ability to process, it simply ignores it. Feeling overloaded with information also


causes a stress-response, which in turn can affect cognition and behaviour. To focus the attention, it is important to declutter your signage. Remove any temporary signs that are no longer needed, and try to minimise any other visual distractions in the working environment. Using contrast can also help - systems such as illuminated signs or text in bold colours are effective, but only if used sparingly. A wall that is jam-packed with bold, bright signs will only result in nothing standing out. Beyond imagery, why not explore other


senses, such as sound? Adding auditory alarms and sirens are an effective way to quickly alert people to a hazard - but just like visual signs, must only be used when absolutely required to avoid fatigue. Modern signage technology goes one step


further, incorporating verbal ‘talking signs’ to communicate critical messages at precisely the point when they are needed. As well as ‘cutting through the noise’, this increases accessibility by reducing the need to read. It avoids sensory clutter and is simply impossible to ignore.


Cultural Considerations


When compiling its recent report into sign blindness, Seton spoke to Professor Thorsten Chmura, director of the Centre for Behavioural Sciences at Nottingham Trent University to add context. He explained the importance of addressing some of the company’s core values and culture in order to truly facilitate compliance. In an interview, he told Seton that, “People


want to know that their opinion is valued, and that they understand the identity of the company they are working for. If your organisation fails to recognise these elements and instil trust, it’s likely that attitudes and behaviour towards it will be negatively


affected and the entire system breaks apart.” He explored other factors, such as


individual motivations. A colleague striving for a promotion, for example, might take a personal risk in order to increase performance. Or, depending on their personality, they could be more likely to follow the rules in order to build a good reputation amongst the senior team. Another report Seton commissioned titled,


Worth the risk? - Counting the cost of health and safety breaches also examined the negative impact on morale and productivity that poor safety practices could have on a workforce. Understanding the human element is key to identifying where changes need to be made, to create the most productive and safe working environment. Clearly, there is much more to consider


beyond the physical signage elements in order to reduce the risk of health hazards and work. But academia and science do seem to agree on one common factor, as Thorsten explained to Seton: “Various interventions and a mix of


techniques are best. People can be difficult to predict. Some people learn better by listening, while others like to read a message or watch a video. Offering all methods of communication and learning will certainly help individuals to engage with their preferred method.” If used sparingly, and in the right environment,


traditional signage methods are certainly still effective in the modern workplace. But investing in a toolkit of ‘on demand’ systems that tap into other senses could help to eliminate the risk of sign blindness. You can read the full free report Sign


Blindness: A big risk to health and safety here: www.seton.co.uk/sign-blindness-form.html


Seton www.seton.co.uk


INDUSTRIAL COmpLIANCE | jANUARy/fEbRUARy 2022 11


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