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Maps enable us to relate to spatial phenomena and events from viewpoints far beyond direct experience. By employing signs and symbols, maps communicate about near as well as distant geospatial phenomena, events, objects, or ideas. Besides acting as identifiers, map signs and symbols may, however, not only denote but also connote. While most cartographic research has focused on the denoting character of visual variables, research from related disciplines stresses the importance of connotative qualities on affect, cognition, and behavior. Hence, this research focused on the connotative character of map symbols by empirically assessing the affective qualities of shape stimuli. In three stimulus conditions of cartographic and non-cartographic contexts, affective responses towards a set of eight shape stimuli were assessed by employing a semantic differential technique. Overall findings showed that shape symbols lead to, at times, highly distinctive affective responses. Findings further suggest two particular stimulus clusters of affective qualities that prevailed over all stimulus conditions, i.e., a cluster of asymmetric stimuli and a cluster of symmetric stimuli. Between the intersection of psychology, cartography, and semiotics, this paper outlines theoretical perspectives on cartographic semiotics, discusses empirical findings, and addresses implications for future research.

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A number of studies in the field of environmental psychology show that humans perceive and evaluate their surroundings affectively. Some places are experienced as unsafe, while some others as attractive and interesting. Experiences from daily life show that many of our daily behaviours and decision-making are often influenced by this kind of affective responses towards environments. Location based services (LBS) are often designed to assist and support people's behaviours and decision-making in space. In order to provide services with high usefulness (usability and utility), LBS should consider these kinds of affective responses towards environments. This paper reports on the results of a research project, which studies how people's affective responses towards environments can be modelled and acquired, as well as how LBS can benefit by considering these affective responses. As one of the most popular LBS applications, mobile pedestrian navigation systems are used as an example for illustration.