Road design sends signals to drivers: wide lanes and other design choices make a road less cognitively stressful, and so you speed up. It
feels like you should be able to move a bit faster, and so you do. If the posted speed limit doesn't feel right, drivers will ignore it.
The answer is to take that into account with traffic calming measures[0] that alter the street design and make it more stressful for drivers. Narrower lanes, big trees overhanging the street, small traffic circles, pinchpoints, and other measures making driving fast very uncomfortable. You feel like you need to pay more attention, and drivers naturally slow down as a result.
0. https://globaldesigningcities.org/publication/global-street-...