Walking is often the best way to absorb the environment, to familiarise yourself with land marks - particularly in cities. To build up the kind of memory grammar that enables you to navigate, remember and form associations. By walking, there is also more opportunity to stay fitter and healthy, and to witness the subtle drama of the streets - the encounters and the meeting places - all of which link together to build up an internal map within your mind.

We all navigate differently while traversing a city on foot - road signs and traffic systems take on less significance than shop names, street furniture and landmarks. Alley ways, parks and footpaths take on much greater relevance. Representing the fabric of a street (residential, business, commercial, retail etc) is another point for consideration and can enhance the maps navigation and usability. Is it going to be more interesting if I walk this way, or that way...? Which is quicker? What else could I do on the way?

Thus the walking map becomes so much more than just a symbolic representation of the 'earth'. It becomes part of the geography and landscape of the city, and should aim to associate with the mindset of the user. Especially as it is, by definition propaganda - a call to action, rather more than just a way-showing tool.

A walking map needs to tell people not only where they are but also what is around them, and indicate some of the ways to get between places. By tapping into the' mental map' indicators - landmarks, street names, orientation - the walking map helps people to feel comfortable and relaxed in their surroundings. Thus they may feel inclined to spend more money in the shops around them, or stay longer in cafes and bars - a walking map can be a powerful tool in the motivation of shoppers.
Studies have indeed shown that cities whose environment was improved for pedestrians experienced an increase in retail turnover. (John Roberts - Quality Streets, 1988)

A good walking map can of course incentivise other than shopping behaviour. Maps designed for Legible London, for example, have helped users appreciate how close some tube stations are to one another, and encouraged a ten minute walk instead of a 20-minute crowded train ride.
This has environmental benefits too, as the urban surroundings take on more relevance to people and they become more aware of the cultural and economic geography around them. Linking in with public transport networks gives the maps credibility, longevity and wider relevance.

This brings in another important aspect in the consideration on walking map design. How does the map work in different formats? Rather than 'just' a paper copy, or even a digital 'app' (Ed: should that be 'm-app' ..??) - the mapping needs to have a tangible street presence, to be part of the furniture on the streets, like a large format sign board.
In this way a walking map becomes as much a part of the geography of the city as that which it represents. It is not only wayfinding and wayshowing - it effectively 'is' a part of the city landscape.
The map itself becomes part of the map...

So, an appreciation of the sense of a place is as much part of the design process as understanding the science and art of cartography. Add to that a need to address the user demographic too, and the intentions, messages and objectives of the map's creator and you begin to appreciate what a complex and essentially powerful tool a good walking map can be.

It becomes an ambassador for a city, as much a part of the destination marketing strategy as a guidebook or promotional video - motivational, interesting relevant and engaging.