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Badger makes a distinction between intuitive older European cities and complex contemporary cities that require guidance to navigate, and the often subconscious ways in which wayfinding should operate on the latter.
"Architectural signage and wayfinding isn't about building a nicely designed sign," says Sue Labouvie, one such expert whom we tapped to explain the science of helping us find our way in the city. "It's about the information content and the analysis of the space or place that you're trying to move people through, and coming up with a strategy of how you make this big complex thing simple and understandable to the user."