Abstract
This paper examined how varying the shape and color combination of the background and text affected subjective perception of advertising fascia for use on traditional buildings. A survey was conducted, using questionnaires, to evaluate reactions to advertising fascia of different shape and color; the results were then collated and analyzed, in order to gauge the acceptability of advertising fascia based on visual attractiveness and the degree of coordination with the surrounding environment. Also, using varying background colors of different Munsell hues, different color combination of background and text color were explored. The results showed that: 1) a significant difference in the acceptance of advertising fascia was found according to age group, and that the visual attractiveness of advertising fascia affected elderly respondents more; 2) in terms of material and shape of the fascia, using wood in unfinished organic forms, or adding a traditional wooden frame was seen to increase the acceptability of advertising fascia; 3) within the surface area permitted for advertising fascia by local ordinance for historical buildings, appropriate changes to the size of the area did not negatively impact the acceptance of advertising fascia; 4) using colors of hue R with low value and low chroma, and achromatic color with a middle value for the background received the best ratings for acceptability.
