Paths of Desire: Dynamic Visual Hierarchies to Intentionally Influence Route Decision

Whilst it is well established amongst cartographers that visual hierarchy in path networks influences route decision, the extent to which this can be exploited in order to intentionally affect behaviour has yet to be explored. The purpose of this research is therefore to investigate the extent to which dynamic adjustments in visual hierarchy are able to influence route decisions made by subjects whilst navigating unfamiliar urban spaces with a map. This investigation will be undertaken in the context of visitors to the city of Lancaster, UK, in order to encourage them to explore the city more widely, and discover the many attractions that the city has to offer beyond the ‘usual’ areas that visitors commonly frequent. A mobile application targeted at visitors to the city has been developed featuring a map that is able to adjust visual hierarchies in real-time based upon the GPS-derived location of other users within the city. By encouraging visitors to navigate using this map, we can assess the extent to which the changing hierarchies influence their route decisions. It is intended that this work will provide new levels of insight into how cartography is able to influence behaviour, as well as contribute novel technological approaches that will enable others to build upon this work.