The LightLane started life as an entry to a design competition aimed at promoting bicycle commuting. “Having witnessed several friends be hit by cars while in traffic, we felt the intimidation of sharing the road was one of the bigger barriers to commuting by bicycle,” Gant said. He designed the gadget with Alex Tee.

They experimented with different ways of increasing the perceived size of bicycles, but decided they wouldn’t work. “We quickly realized all of these would compromise the rider’s safety by increasing the probability of accidental clipping,” said Gant.

Check out where i nicked the image and the comment from – see wired article.