Colin Ellard, Ph.D. is a professor of experimental psychology at the University of Waterloo in Canada. He holds a BSc in psychology and philosophy from the University of Toronto and an MA and Ph.D. in biopsychology from Western University. He has taught and conducted research at Queens University and Mount Allison University in Canada, and at Monash University in Melbourne, Australia. As director of the Research Laboratory for Immersive Virtual Environments at the University of Waterloo, Ellard conducts research on the interplay between the design of the built world and brain function. He has published many articles on visual perception, wayfinding, and environmental psychology and is the author of You Are Here: How We Can Find Our Way To The Moon But Get Lost In The Mall.