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Analysis of colors used on outdoor advertising in urban landscape: a case study in Osaka city

This is a case study for practical survey and assessment of urban landscapes containing outdoor advertisements in Osaka City, Japan. We practically surveyed and analyzed the colors used on the outdoor advertisements in the three urban areas: the business area long the main street, the amusement area along the shopping street, and the station plaza in front of the railroad terminal. Further by the laboratory experiments, we examined the interrelation between the atmosphere of the area and the impression arising from the outdoor advertisements using the pictures of street scenes on video monitor. In this experiment, eye movements of each subject observing the scene were analyzed by eye point recorder. (1) In general, vivid red, yellow, green and blue, and white and black were frequently used on the outdoor advertisements in every area. (2) The character of each area was respectively found out by analysis of the following factors: the type of advertisement, the size of each advertisement, and the arrangement of the advertisements. Vivid colors on the outdoor advertisements could be clearly perceived even from a distance. Then, our eyes would be attracted by vivid colors of them. (4) The atmosphere of the area would be affected by favorable or unfavorable impression from the outdoor advertisements. For instance, on the main street, the advertisements would impress us favorably if they are in harmony with each other and create an orderly and elegant streetscape. On the shopping street, various advertisements would impress us favorably if they create a lively and cheerful streetscape.