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Proceedings Paper

Influence of outdoor advertisement colors on psychological evaluation of townscape in Kyoto
Author(s): Ayumi Onishi; Taiichiro Ishida; Yoshiko Katsuya
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Paper Abstract

Outdoor advertisements must be one of the major factors that affect our psychological impression for townscapes. They often conflict with propr color environments in cities particularly in historic cities like Kyoto. In this study we investigated how outdoor advertisements influenced our visual evaluation of townscapes in Kyoto. In recent years, a new regulation for outdoor advertisements came into operation in Kyoto and some of the advertisements have been replaced or removed gradually. We examined psychological evaluation for the townscapes before and after their changes. In the experiment, subjects evaluated 'visual harmony,' 'visual busyness,' 'visual comfort' and 'suitability to Kyoto' of townscapes projected on a screen. The results indicated that the evaluation of 'visual busyness' significantly decreased with the amount of the advertisements. The relations between the advertisements and the psychological evaluation of the townscape are discussed.

Paper Details

Date Published: 6 June 2002
PDF: 4 pages
Proc. SPIE 4421, 9th Congress of the International Colour Association, (6 June 2002); doi: 10.1117/12.464592
Show Author Affiliations
Ayumi Onishi, Kyoto Univ. (Japan)
Taiichiro Ishida, Kyoto Univ. (Japan)
Yoshiko Katsuya, City Planning Bureau of the Kyoto City Government (Japan)

Published in SPIE Proceedings Vol. 4421:
9th Congress of the International Colour Association
Robert Chung; Allan Rodrigues, Editor(s)

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