There is just something about those signs.
"When I see them, I slow down," says Fort Worth driver Jane Cooper.
She's talking about those flashing, in-your-face reminders of how fast you're driving, paired with a more gentle reminder of how fast you should be driving instead.
I slow down if I’m going too fast, and I’m usually going too fast," says Fort Worth driver Cathy Goode.
Even though the signs simply give you information already available on your dashboard, drivers we spoke to say for whatever reason, they work.
And it appears the city of Fort Worth has noticed.
Currently, the city's Transportation and Public Works department only owns 12 of those machines, for a city of nearly 800,000 people which boats a large commuting population as well. But Tuesday, Fort Worth City Council will vote on whether to purchase 60 more of the electronic machines, at a cost of about $170,000. They would also cost $18,000 a year in maintenance.
"I think it just makes me aware of the speed I'm going," Goode says. "I am just kind of listening to the radio, thinking about where I'm going next, looking for traffic and so forth."
Council documents say the electronic signs they already own have been "proven to increase driver compliance with posted speed limits." The city provided little other information, but said there is a high volume of requests for them in town, so they are responding accordingly.
"I think there’s a lot of conscientious drivers who get distracted and this is a good wake up call for them," Cooper says, adding that the alert could save people from getting hit by speeding drivers.