Recent human factors and ergonomics research suggest that while red can been seen readily in daylight hours and is known instinctively for its danger symbolism, it’s not a color that we can easily see at night. Blame it on the color-transmitting cones in our eyes.

At night, greenish-yellow colors are easiest to see.

Stephen S. Solomon, an optometrist, consultant on color and safety, and James G. King, and electrical engineer, both volunteer firefighters, conducted a four-year study on accident data from the Dallas Fire Department. They found that the risk of a visibility-related, multiple-vehicle accident may be as much as three times greater for red or red/white fire pumpers compared to lime-yellow/white pumpers.

The conclusion: red fire trucks increase the likelihood that firefighters and the public will be injured or killed in a motor vehicle accident.

In most communities, fire stations are filled with red fire trucks. With this research and other safety-related findings, that is slowly changing. Many are bucking tradition and are switching to lime-yellow fire vehicles, resulting in fewer accidents and lives saved. Who said all fire trucks have to be red?

Major toy companies should follow suit and create the next wave of children’s toy fire trucks with the new greenish-yellow colors. Start early with the color orientation.

While purple and blue fire trucks may show school and university pride, lime green or lime-yellow fire trucks are easier to see and ultimately results in fewer accidents and deaths.

In the case of fire trucks, safety trumps brand equity.

Read more posts by Donna Vincent Roa