Optical illusions for traffic calming?

Society spends a lot of money on the question, "how do you get drivers to slow down and pay attention?" From traffic engineers to law enforcement to public-education campaigns - none seem to have good solutions. (Well, the traffic engineers do, but most cities aren't willing to re-imagine their fundamental ways of doing things.)

But in Iceland they're pioneering a traffic calming method which requires only a few buckets of paint: Creating optical illusions at pedestrian crosswalks. Check it out:

No word yet on evidence whether or not the tactic works. But there's plenty of evidence that it's awesome! Some others are even more artsy and elaborate.

H/T: Adafruit.