ACR FLC FOLLOWING TAXI INSTRUCTIONS FOR NEW TKOF RWY PROC INADVERTENTLY INCURS DEP RWY. TWR GND CTLR ALERTS FLC APPROX SAME TIME FLC BECOMES AWARE THEY HAVE PROCEEDED TOO FAR AND ARE EXECUTING REVERSE TAXI ACTION. FO BELIEVES NEW TAXI TKOF PROCS AND ALLEGED POOR PAINTED TAXI LINES CONTRIBUTED TO FLC ERROR.

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FLT WAS CLRED TO TAXI TO RWY 8R VIA TXWY T TO TXWY E AND TO ENTER TXWY E BEYOND TXWY E7. FO (ME) WAS RUNNING PREFLT CHK AND CAPT ON THE TILLER. PHX USUALLY DEPARTS FROM RWY 8L AND HAD JUST BEGUN USING RWY 8R AND WAS UNDERGOING FAA EVALUATION AT THE TIME OF THE POSSIBLE INCURSION. TXWY E IS POORLY MARKED DUE FADED PAINT (TXWYS). THE CAPT MOVED TOWARD TXWY E7 IN WHAT HE BELIEVED TO BE ACCESS TO TXWY E. THE ACFT CROSSED THE HOLD SHORT LINE BEFORE BEING STOPPED; AT WHICH TIME THE ACFT WAS BEGINNING A 180 DEG TURN TO RECROSS THE HOLD SHORT LINE. THE ACFT DID NOT CROSS THE WHITE RWY EDGE LINE AND WAS IN THE RETURN TURN WHEN NOTIFIED BY GND CTL TO CLR BEHIND THE HOLD SHORT LINE WITH A POSSIBLE RWY INCURSION. DURING THE POSSIBLE INCURSION; A C208 HAD BEEN CLRED FOR TKOF AND HAD ROTATED ABOUT 2000 FT PRIOR TO TXWY E7 AND DEPARTED NORMALLY. TWR HAD OTHER ACFT ON FINAL FOR RWY 8R AND THE CLOSEST WAS ADVISED TO BE PREPARED FOR A POSSIBLE GAR. THIS WAS NOT NECESSARY DUE TO OUR QUICK DEP FROM THE AREA. UPON FURTHER DISCUSSIONS WITH PHX BY PHONE FROM SANTA BARBARA; THE CAPT WAS ADVISED 14 SUCH INCURSIONS HAD OCCURRED WITH THE CHANGE IN PROCS AT PHX (USE OF RWY 8R). THE SIT OCCURRED DURING A HIGH WORKLOAD PREFLT PERIOD AND PARTIALLY THE RESULT OF POOR TXWY MARKING. CREW DISCOVERED PRIOR TO XING THE RWY EDGE LINE AND WAS CORRECTING WHEN CONTACTED BY GND CTL.