Advertising Structures in the Urban Environment of Novosibirsk: Quantitative Analysis.

Abstract

The main goal of carrying out research work, the methodological results of which are presented in this article, is to determine the grounds and formulate recommendations for the placement of free-standing advertising structures in the city of Novosibirsk in order to reduce the level of “visual noise” by streamlining the placement of advertising structures and ensuring visual permeability of spaces. To achieve this goal, the features of visual perception of advertising structures in the urban environment were identified, a methodology for measuring and assessing the amount of “visual noise” created by advertising structures was first developed and tested, and scientific and methodological grounds were formed for a differentiated approach to the placement of advertising structures in Novosibirsk.