#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