The Effect of Sign Complexity and Coherence on the Perceived Quality of Retail Scenes

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Abstract
This article presents three studies that examine the effects of signscape complexity and coherence on perceived visual quality of streetside commercial scenes. For these studies I asked shoppers and merchants to examine color photographs of nine simulated streetside scenes, each of which had a different level of complexity (operationalized as variety in size, shape, and color in signs and letters) and coherence (operationalized through size and contrast in signs and letters). Responses of both shoppers and merchants showed that reductions in size and contrast enhanced coherence, that excitement varied directly with complexity and inversely with coherence, and that pleasantness and calmness were highest for moderate complexity and high coherence. I conclude with recommendations for a revised sign ordinance.

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