#79 | Nudging for Good 

How can the spaces we design shape the way people move – and
behave?


In this episode, Christian Lunger speaks with Andrew Barker,
award-winning designer and Head of the Sign Design Society. His
work connects wayfinding with behavioural science from research
for the UK government to the everyday choices people make as they
move through space.


The conversation starts with a simple thought: wayfinding is
never neutral. Every sign, route and spatial cue influences how
people behave. The real question is how to guide them well –
“nudging for good” rather than manipulating.


Two frameworks run through the discussion. The COM-B model looks
at the person – their capability, opportunity and motivation. The
EAST model looks at the behaviour itself, making it easy,
attractive, social and timely. Often, timing and context matter
more than the sign.


Examples from shopping streets and cultural venues show how much
can change by shaping the environment. Sometimes the best
intervention is not another sign, but a different space – and
decisions grounded in evidence rather than intuition.


A conversation about behaviour, responsibility and the quiet ways
design shapes how we move.


Shownotes


Book Recommendation


Halpern, David (2015). Inside the Nudge Unit: How Small Changes
Can Make a Big Difference.


Resource


The Theory and Techniques Tool – an evidence base linking
behaviour change techniques to how they work.


https://theoryandtechniquetool.humanbehaviourchange.org


Note: Andrew’s full presentation is available free to Sign Design
Society members.


Links


https://www.andrewbarker.co.uk


https://www.signdesignsociety.co.uk


https://www.motasdesign.com


https://www.geraumt.com