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The art of wayfinding: why people get lost and how designers can help

Thursday 14 July 2022 (6pm BST)
[Following on from the Sign Design Society AGM at 5pm]

People coming and going along a busy road in Wuhan, China

About the event

Getting lost in buildings and cities has fascinated Dr Colette Jeffrey for many years. From her experience as a designer and a doctoral researcher, Colette explains the different ways people navigate, six key influences that cause waylosing and how designers can help create inclusive, navigable environments.

About our speaker

Dr Colette Jeffrey is Associate Professor of Wayfinding and Inclusive Design at Birmingham City University and completed her doctoral study in 2020 titled: ‘Why People Get Lost: The influence of architecture, information and navigator cognition on wayfinding and waylosing’. Prior to joining academia in 2009, Colette was Wayfinding Design Director at Brand Union and Inclusive Design Director at Applied Information Group, designing branded and inclusive information for wayfinding projects internationally. Colette is a Fellow of the Royal Institute of Navigation, and has been Director and Co-Chair of the Sign Design Society for some years but is stepping down at the AGM to focus on wayfinding research projects.

Register for the event

This talk is free for SDS members. For non-members, the ticket cost is £10 per person. To join our Zoom talk, please get in touch with our administrator Kate at for the event link, ID and password.

Not a member, unable to join us for the live-streamed event but would like to watch it at a time convenient to you? We now offer the option to watch the event recording on a time-limited basis for the cost of a £10 ticket. Please email Kate for more information.

[Note: this event will be recorded and available to paid-up SDS members via our Talks Archive within a week of taking place.]


Online via Zoom


14 Jul 2022 18:00

Price : £10.00

Already a member? See details above for booking details.