Bill Limpisathian

Position title: Assistant Professor


Website: @billplim

376 Science Hall
Department of Geography
University of Wisconsin
550 North Park Street
Madison, WI 53706


  • PhD, Geography (Neuro-geography emphasis), University of Oregon, 2022
  • MS, Geography (Cartography emphasis), Penn State, 2017
  • BS, Geography (GIScience emphasis), Penn State, 2015

Research Agenda

My research sits at the crossroads of cartographic visualization and neuroscience – examining the perception and cognition of cartographic representations using fMRI. In simpler terms, I spend my days thinking about how our brains see and decode representations of space (maps!) and how might map design moderate this process. I am a big proponent of transdisciplinary empirical research methods that expand the way we think about and study maps and cartographic design.

I bring with me industry experience from my time as a member of the Apple Maps Cartography team. Additionally, I have broad professional map production experience from my time as a UO InfoGraphics Lab graduate cartographer – having worked on the Atlas of Yellowstone, 2nd ed. and the Atlas of Wild Migrations.

I aim to synthesize my deep expertise and broad experiences to establish a Neuro-Carto research group within the UW Cart Lab.

Courses Taught

My teaching portfolio will broadly focus on cartography and geospatial cognition.

  • GEOG 370 Introduction to Cartography
  • GEOG 970 Seminar in GIScience and Cartography

Graduate Student Recruitment

I am actively recruiting grad students interested in cognitive cartography, human-centric map design, and geospatial cognition. I am especially interested in those with cognitive psychology experience. I encourage prospective graduate students with interests in these topics to reach out to me via email.

Learn more about me: UO profile

See my publications: ResearchGate