This document discusses principles of information design for the urban environment, including perception and discernment, wayfinding, and information overload. It addresses how without hierarchy or structure, signs can distract from each other. Good design uses grouping and organization according to Gestalt principles of proximity and similarity. Effective wayfinding relies on repetition of information mapped to user patterns, as well as icon recognition, color coding and directional arrows. Too many signs without organization can lead to information overload.