TESTING THE ACCEPTABILITY OF CHANGES TO ADVERTISING FASCIA FOR COMMERCIAL PROPERTIES IN HISTORIC URBAN AREAS IN CHINA AND JAPAN

Abstract

 Focusing on areas of traditional architecture and historical importance in China and Japan, this paper is an investigation of the relationship between color and the extent to which the space of advertising fascia can be used for advertising before being perceived as too disruptive to the design of the building and the local ambience. Based on the Munsell color system, a survey was conducted, using questionnaires, to collate responses to different uses of hue, value and chroma combined with varying degrees of fascia coverage. The results showed that: 1) in cases when less than ten percent of fascia of individual buildings was used for advertising, changes in hue, value and chroma had a greater influence on the perceived visual impact of the area as a whole, compared to when changes were made to the amount of the fascia covered with advertising. 2) with chromatic color, changing the values had a stronger effect on people's perceptions than when changing the values of achromatic colors. 3) for chromatic color, when the fascia area used was < 3%, value < 3 and chroma < 6, similar levels of hue R, Y and B were considered to be acceptable, and higher than for hues G and P. 4) questionnaire respondents were more tolerant of increased areas of hue Y when used on Japanese wooden architecture.