Most cyclists assume visibility is a nighttime problem. The data says otherwise.

Research involving over 1,400 drivers and cyclists found that a large proportion of crashes were caused by drivers who looked directly at the cyclist and still failed to see them in time — what researchers call "looked-but-failed-to-see" crashes.

It's a documented psychological phenomenon called inattentional blindness. Drivers scan for cars. Their brains are trained to filter out smaller unexpected objects. A cyclist riding in plain sight can be mentally edited out of a driver's visual field entirely.

A 2009 study in Accident Analysis & Prevention found cyclists estimated drivers could spot them from twice the distance drivers actually reported. We think we're visible. We're not.

What actually helps:

Rear reflective markings that catch headlights

Wide brims that make your profile recognizably human

High contrast colours that stand out against road backgrounds

Happy to share the full research sources if anyone wants them.