No one likes to be lost. Wayfinding design is about creating the visual information that orients a person and helps them work out which way to their destination and reinforces that they have arrived once they get there. Often this is a sign system, sometimes it involves a map and at it's best it provides welcome reassurance that you know where you're going. Like a lot of design, it's a blend of art and science—intuition, pattern observation and behavioural research. It communicates a voice, promise, philosophy—it can be quiet and reserved, or bold and expressive—and is as much about communicating brand identity as finding the parking lot.