Discover Winchester Tourist Package Report 

This is the final major project for my master degree, and the topic of this project is about ’How could communication design revive the art of map reading for young tourist who are overly reliant on electronic navigations.’ The final result is a design kit that would encourage younger generation tourist (18-25 years old) to improve their map reading skills and to let them find out the beauty of the traditional map.

The reason why I chose this topic is based on a conversation with a taxi driver. The taxi driver told me that he thought the Sat Navigation and smart phones were not work as well as traditional printed maps. And he felt sorry that a lot of younger generations are losing their abilities of reading maps. Following the discussion, I thought there might be someone else also prefer printed maps rather than the Sat Nav. The Geographical Association says digital navigation helps you to get somewhere, but fails to tell you anything about your surroundings (Heap, 2015). Therefore, I chose to do a subject, which could create something to let the electronic navigation users to know and use more about traditional maps.

The working process was based on several secondary researches, which included the history of navigation, the diverse function of the map, and the techniques that used to navigate the journey. From the secondary researches, I found that the younger generations, who aged between 18 to 25 years old, almost lost their map reading skills. In the mean time, I collected some primary databases by doing some self-experimentation. With the tests, I found out that electronic navigations did not work so well and it might lead to some issues. As the BBC News (2009) reported, the Sat Navs lead drivers to be cliffhanger. It points out that users might spend more times on their journey or even lose by using electronic navigations. So I considered to create a kit with fun and could revive the traditional map.

Processed with VSCOcam with a5 presetFigure 1.Discover Winchester Tourist Information Kit

I planned to create a smell guide of Winchester or a ‘draw your own journey campaign” to appeal target audience. But I finally chose to create a package guide as the final result. It named ‘Discover Winchester’ (see Figure 1), which is a small package with tourist guide and information. In the kit, it includes an A3 size city map, a brochure, a compass and some postcards. Most information is in the brochure, which could lead users to explore the city. According to my analysis of different countries and city maps, the visual hierarchy is a significant part to be designed an understandable and useful printed map. As Munari (1966) indicates that people need to have something to jump out and to capture audience eyes in the design work. It represents a successful design piece and needs to create with visual hierarchy.

Therefore, I create the final result with diverse colour blocks in the map and the brochure to enrich the users’ visual experience (see Figure 2). The info graphic is another way to help consumers to read, so I create some icons on the map. I also use these icons to make some postcards and users could send it to their families or friends as a proof of their lovely journey in Winchester.


Figure 2. Designed Discover Winchester City Map

To sum up, this work designed for young generation tourists who visit Winchester during their leisure time. It will help them to improve their traditional navigation skills and revive the art of map reading. The kit is designed as a recycling used piece and people could pick and return to it at information centre or train station. During this working process, I have learned a lot, even I was struggled by the info graphic design and how to exhibit the work. Finally, I do wish I could improve my information design skills as well.


Heap, T. (2015, May 1).Sat-nav And Mobile Apps ‘Threaten Map-reading Skills’BBC news. Retrieved from www.bbc.co.uk/news/technology-32545974

Munari, B. (1966). Design As Art.Harmondsworth: Penguin Books.

The BBC News. (2009, March 25). Sat Nav CliffhangerBBC news. Retrieved from news.bbc.co.uk/1/hi/england/7963783.stm


Figure 1&2 Self designed and photograph.


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