Locator map
Encyclopedia
A locator map, sometimes referred to simply as a locator, is typically a simple map
used in cartography
to show the location of a particular geographic area
within its larger and presumably more familiar context. Depending on the needs of the cartographer, this type of map can be used on its own or as an inset or addition to a larger map.
, an American cartographer influential in thematic cartography
, stated that a map not properly designed "will be a cartographic failure." Any map that does not take its audience into account by assuming too much reader knowledge about the map area's context will not fulfill its purpose. Location maps help achieve this purpose by familiarizing the reader with the location of an area they may not have read about previously. A good understanding of the audience's mental map
for a particular area is critical for a proper application of location maps.
Used on their own, location maps do not differ significantly from traditional maps, differing primarily in the fact that solitary locator maps focus the attention on a single location within the map frame, where traditional maps generally seek to portray a multitude of features across the entire frame.
More commonly, location maps appear as insebts or ancillary maps (maps adjacent to or near the primary map) in order to help the audience place the geographic area being mapped properly inside their internal frame of reference.
As educators
seek to teach students increasing levels of geography, maps generated for textbooks must reference the expected geographic knowledge of a particular education level. Location maps achieve this purpose by highlighting more in-depth geography within the context the student is familiar with.
In the United States, this purpose is reinforced by the standards set by the National Council for Geographic Education, which says that "Mental maps, or cognitive maps, are among our most important geographic tools. Because they exist in our minds, they are the maps we use for thinking and decision-making."
uses a locator map to orient visitors to its site, included as a toggle button. These locators often feature a movable box that assists the user with navigating the main map.
Other applications using locator software allow people to generate their own location maps by entering some basic information about where they are. This generates a map showing places within a specified radius of that point that meet the user's criteria. Banks, hotels, retail chains, and restaurants are common users of this type of service.
know where they are located, and frequently use locator maps to help them reach out to potential customers. These maps typically range from a crude schematic map showing nearby crossroads, to more realistic maps that include greater geographic detail and context.
and retail establishments
often have locator maps online to help potential customers find their location. These are sometimes accompanied by driving and parking directions from one or more directions of travel, especially if many of their customers are not from the local area.
The widespread distribution of sophisticated Geographic Information System
(GIS) mapping techniques has allowed the development of large-scale customized locator maps that can be tailored to individual consumers in direct marketing
campaigns. This sophistication allows a variety of customized locator maps to be produced in a relatively short period of time.
Major types of direct marketing locator maps are:
Map
A map is a visual representation of an area—a symbolic depiction highlighting relationships between elements of that space such as objects, regions, and themes....
used in cartography
Cartography
Cartography is the study and practice of making maps. Combining science, aesthetics, and technique, cartography builds on the premise that reality can be modeled in ways that communicate spatial information effectively.The fundamental problems of traditional cartography are to:*Set the map's...
to show the location of a particular geographic area
Geography
Geography is the science that studies the lands, features, inhabitants, and phenomena of Earth. A literal translation would be "to describe or write about the Earth". The first person to use the word "geography" was Eratosthenes...
within its larger and presumably more familiar context. Depending on the needs of the cartographer, this type of map can be used on its own or as an inset or addition to a larger map.
Purpose
Arthur RobinsonArthur H. Robinson
Arthur H. Robinson was an American geographer and cartographer, who was professor in the Geography Department at the University of Wisconsin in Madison from 1947 until he retired in 1980...
, an American cartographer influential in thematic cartography
Thematic map
A thematic map is a type of map or chart especially designed to show a particular theme connected with a specific geographic area. These maps "can portray physical, social, political, cultural, economic, sociological, agricultural, or any other aspects of a city, state, region,nation , or...
, stated that a map not properly designed "will be a cartographic failure." Any map that does not take its audience into account by assuming too much reader knowledge about the map area's context will not fulfill its purpose. Location maps help achieve this purpose by familiarizing the reader with the location of an area they may not have read about previously. A good understanding of the audience's mental map
Mental mapping
The concept of a mental map may refer to a person's personal point-of-view perception of their own world. Although this kind of subject matter would seem most likely to be studied by fields in the social sciences, this particular subject is most often studied by modern day geographers in order to...
for a particular area is critical for a proper application of location maps.
Used on their own, location maps do not differ significantly from traditional maps, differing primarily in the fact that solitary locator maps focus the attention on a single location within the map frame, where traditional maps generally seek to portray a multitude of features across the entire frame.
More commonly, location maps appear as insebts or ancillary maps (maps adjacent to or near the primary map) in order to help the audience place the geographic area being mapped properly inside their internal frame of reference.
Education
Education
Education in its broadest, general sense is the means through which the aims and habits of a group of people lives on from one generation to the next. Generally, it occurs through any experience that has a formative effect on the way one thinks, feels, or acts...
seek to teach students increasing levels of geography, maps generated for textbooks must reference the expected geographic knowledge of a particular education level. Location maps achieve this purpose by highlighting more in-depth geography within the context the student is familiar with.
In the United States, this purpose is reinforced by the standards set by the National Council for Geographic Education, which says that "Mental maps, or cognitive maps, are among our most important geographic tools. Because they exist in our minds, they are the maps we use for thinking and decision-making."
Interactive applications
Some online applications that allow the user to zoom into an area often include locator maps to assist in navigating the main map or image. For example, Google MapsGoogle Maps
Google Maps is a web mapping service application and technology provided by Google, free , that powers many map-based services, including the Google Maps website, Google Ride Finder, Google Transit, and maps embedded on third-party websites via the Google Maps API...
uses a locator map to orient visitors to its site, included as a toggle button. These locators often feature a movable box that assists the user with navigating the main map.
Other applications using locator software allow people to generate their own location maps by entering some basic information about where they are. This generates a map showing places within a specified radius of that point that meet the user's criteria. Banks, hotels, retail chains, and restaurants are common users of this type of service.
Commerce
Businesses have a vested interest in letting consumersConsumer
Consumer is a broad label for any individuals or households that use goods generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.-Economics and marketing:...
know where they are located, and frequently use locator maps to help them reach out to potential customers. These maps typically range from a crude schematic map showing nearby crossroads, to more realistic maps that include greater geographic detail and context.
Corporate web sites
Businesses such as restaurantsRestaurant
A restaurant is an establishment which prepares and serves food and drink to customers in return for money. Meals are generally served and eaten on premises, but many restaurants also offer take-out and food delivery services...
and retail establishments
Retailing
Retail consists of the sale of physical goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be...
often have locator maps online to help potential customers find their location. These are sometimes accompanied by driving and parking directions from one or more directions of travel, especially if many of their customers are not from the local area.
Direct marketing
Geographic Information System
A geographic information system, geographical information science, or geospatial information studies is a system designed to capture, store, manipulate, analyze, manage, and present all types of geographically referenced data...
(GIS) mapping techniques has allowed the development of large-scale customized locator maps that can be tailored to individual consumers in direct marketing
Direct marketing
Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional...
campaigns. This sophistication allows a variety of customized locator maps to be produced in a relatively short period of time.
Major types of direct marketing locator maps are:
- Single Location: A single business location is shown with major street and road connections. While this type of map can be efficiently constructed using GIS with existing street databases and customized map templates, special software is not required because the map does not change for each direct mailing.
- Customer to Business: Using a customer address list, specialized software can frame the map that shows a customer's location in relation to the business, and connects the two using a pre-existing street database.
- Multiple Location: Like the single location locator map, a GIS package is not required, though it also can be useful in quickly plotting the locations onto an existing street database using map templates.
- Defined Area Locators: Multiple locations within a defined area are shown.