초록/요약

This study aims to verify the validity of limits to areas of red or black shades specified in the Outdoor Advertisement Ordinance and suggest more desirable and effective measures to manage signboard colors. For the research, a survey was conducted for signs with shades of red and black, and colors to be used for stimuli were extracted. And then, a total of 21 stimuli were created by adjusting the area ratio of red and black to 20%, 50% and 80%. In addition, 71 subjects rated each stimulus using the scale of 11 adjectives. Research findings are as follows. Firstly, the study examined that the ratio of neutral color was important for both signs with shades of red and black to the perception and preference of the observer. Secondly, the perception and preference of the observer were negative regardless of the ration of red when red was coordinated with a chromatic color on the signboard. Thirdly, in case black was coordinated with a chromatic color on the signboard, the observer’s perception and preference were negative when the area ratio of a chromatic color was larger than that of black. Whereas the observer’s perception and preference were positive when the area ratio of black is larger than that of chromatic color or when black was coordinated with neutral color such as white. Hence, it shows that an area ratio of red or black for a sign is not only factor in evaluating its images, and kinds and characteristics of a color coordinated have a significant effect on the perception of a signboard.