The effects of colour content and cumulative area of outdoor advertisement billboards on the visual quality of urban streets

Adam, Mastura and Al-Sharaa, Ammar and Ab Ghafar, Norafida and Mundher, Riyadh and Abu Bakar, Shamsul and Alhasan, Ameer (2022) The effects of colour content and cumulative area of outdoor advertisement billboards on the visual quality of urban streets. ISPRS International Journal Of Geo-Information, 11 (12). ISSN 2220-9964, DOI

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Visual comfort has a critical effect that significantly influences public appreciation of urban environments. Although colour is an integral part of billboard design, little empirical evidence exists to support some of the popularly held ideas about the effects of colour on task performance and human psychological wellbeing. Thus, attempting to set a threshold level of allowed undesirable visual stimuli in each urban setting is considered to be essential in achieving a satisfactory level of visual quality. Therefore, this research investigates the effects of colour content of outdoor advertisement billboards on the appreciation of urban scenes by the public. This research utilises pictorial survey, R.G.B bivariate histogram technique, and an areal cumulative analysis of a group of collected pictures within one of Kuala Lumpur's high streets. Results of the pictorial survey are cross analysed against the results of the pictorial RGB content analysis and pictorial outdoor advertisement (OA) cumulative areal analysis to indicated a strong correlation between environmental colour content, OAs' cumulative area, and visual comfort. The study suggests that the lack of guidelines and regulations of the color content of outdoor billboard advertisement design could potentially be detrimental for the public's appreciation of urban environments. Future research initiatives are encouraged to develop a visual quality assessment framework that contributes to the image and identity of the city of Kuala Lumpur.

Item Type: Article
Funders: None
Uncontrolled Keywords: Outdoor advertisement; Colour content; Urban landscape; Urban street; Visual comfort; Visual pollution; Visual quality; Urban streets
Subjects: G Geography. Anthropology. Recreation
Divisions: Faculty of the Built Environment > Department of Architecture
Depositing User: Ms. Juhaida Abd Rahim
Date Deposited: 24 Nov 2023 08:12
Last Modified: 24 Nov 2023 08:12

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