Modern helmets come in all sorts of colors, often not very high-visibility. I've even seen kids' helmets in camo style (?). Should be more helmets in safety colors. Anyway I see there's some interesting new models & features. On link below there's helmets with adjustable ventilation, light/camera mount, detachable rain covers etc.

The 16 Best New Helmets of 2016 : Martone Cycling Helmet V2 | Bicycling