신도시 공공주택지구의 옥외광고물 색채 개선 연구

Abstract

(Background and Purpose) Although outdoor advertising in new towns have conditions enough to improve the urban landscape by actively managing them from the urban planning stage, advertising using large windows in primary colors and excessively uniform design impede the urban landscape as well. Regarding the purposes of this study, first, it aims to derive administrative-level problems by making an analysis of regulations related to outdoor advertising in the target study sites. Second, this study aims to analyze the guidelines related to the design of outdoor advertising and derive the problems of shapes and colors by conducting field surveys. Through this, problems in the management of outdoor advertising in the commercial facilities of new towns will be deduced to propose improvement directions. (Method) First, this study will recognize the roles and problems of outdoor advertising in terms of the urban landscape, and present the research purposes and methods in order to improve them. Second, this study will carry out a literature review to inquire into the guidelines and maintenance related to outdoor advertising of local governments and derive the administrative problems and implications, as well as elements necessary for field surveys and analyses. Third, this study will deduce problems and implications in terms of design by investigating and analyzing outdoor advertising in the target sites through field surveys. Fourth, this study will examine the effectiveness of the guidelines for outdoor advertising, and propose management plans for outdoor advertising to improve the aesthetics of the urban landscape in terms of the administration and design. (Results) Most of the wall signboards in sections A-D apply the same background color in the same building, and the color of the text is fine because its color is similar to the background color. However, since the chroma of the background color and text color is sometimes high, and the explicitness is insufficient, improvements are needed. Most of the window-dependent advertising uses less than two colors, but it uses high-chroma primary colors regardless of the restriction of the size. This study confirmed that this was the greatest cause of the deterioration of the urban landscape. (Conclusions) It is necessary to improve the explicitness of the wall-dependent signboards, and most of the materials for window-dependent advertising are made of cloth or vinyl, which does not cause much damage to property. Therefore, removing them is the most desirable solution. When the removal is not easy, it is required to induce a beautiful urban landscape by regulating the size and colors. In order to ameliorate the design of outdoor advertising in the commercial facilities of new towns, continuous awareness education and public relations for shop owners are needed.