Colour and shape design for outdoor billboard based on size in the historical area of Kyoto, Japan

Abstract

For outdoor billboards, size, colour, and shape design directly affect people’s impression. The outdoor billboard should not only be attractive but should also be in coordination with its surrounding landscape. In particular, in historical and natural areas, coordination with the surrounding landscape may be more important than visual attractiveness. Therefore, with the historical buildings in Gion Shinbashi, Kyoto, Japan, as the research object, this study examined the design method for outdoor billboards, particularly their coordination with the traditional urban atmosphere and role of guidance. The research conducted an experiment on the colour and shape design of outdoor billboards, including the size with the highest acceptance. The results of the questionnaire survey showed that for outdoor billboards of different sizes, the acceptable colour varied. Acceptance for different shapes likewise varied. The results proved that based on the size of outdoor billboards, acceptance can be improved through colour and shape design. The study also provided a design method for outdoor billboards based on elements with high acceptance.