The Impact of the Commercial Signage on Visual Pollution of Commercial Street

Amman City: Wasfi Al Tal Street as a Case Study

       The Proliferation of Commercial Signage on the Street and on the Facades of Buildings has Become a Feature of City Identity in the World in General and in Jordan in Particular, and Part of it has Created a Visual Pollution in Architectural Environment, and Therefore, in the Recipient's Perception of the Surrounding Design Environment.

The Aim of this Study is to Create a Mechanism for Visual Reconciling and Harmony to the Visual Environment by Organizing and Finding the Appropriate Design Standards for the Display of Commercial Signs in the Streets of Amman City. The Research Deals With Wasfi al-Tal Street as a Case Study. The Author Followed the Descriptive Analytical Approach to Reach Several Results. The Sample of the Study Included Twelve Signs Classified According to the Distribution of Chamber of Industry and Commerce of the Commercial Sectors. These Samples were Presented to a Specialist in the Field of Graphic Design, who Emphasized the High Similarities Between these Samples. 

A descriptive sample was selected from each category to reach a range of Results that Could be Generalized. A Set of Axes was Developed to Analyze the Research Sample Based on the Units Comprising the Signboards, the Technique of their Execution, the Design Process and their Relation to the Architectural Surroundings. The Proposal Includes Redesigning Some of the Commercial Signs and Suggesting a New Distribution that is Better Understood Outside the Arched after Being Presented to a Group of Academics in the Field of Graphic Design and a Group of Architects who Hailed the Proposed Design Efficiency with Some Notes.

The Study Concluded a Number of Results, the Most Important of Which is that the Recognition of Commercial Signs Clearly Depends on the Movement of the Eye According to the Assumed Path Which is a Magnet for the Recipient. The Compatibility and Visual Harmony in the Commercial Street Environment is One of the Most Important Factors That Helps in the Recognition of Banners. The Study Suggested a Set of Recommendations, the Most Important of Which are: to Highlight the Problem of Visual Pollution and its Negative Impact on the Individual and on the Aesthetic of the Commercial Street Being that is the Most Used Part in the Cities.

Keywords: Commercial Sign, Visual Pollution, Commercial Street.

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