The Role of Billboards in Improving Architectural Visual Visibility

Abstract

This research examines the role of billboards in improving architectural visual visibility. This research examines the reality of Gamal Abdel Nasser Street in Zawiya, the city's vibrant commercial heart. The research problem was identified as the random and uncoordinated spread of commercial signs on this street, resulting in clear visual distortion and a lack of architectural cohesion, in addition to the absence of regulating laws. The study sought to uncover the extent of the impact of these signs on the visual landscape and determine the extent of their harmony with the architectural surroundings. It also investigated the reasons behind this spread and the role of law and society in regulating it. The study followed a descriptive-analytical approach, relying on field observation and analysis of the street's visual reality as the primary means of data collection. The results concluded that commercial signs represent a major factor in distorting the architectural visual landscape, particularly with the use of bright colors and inconsistent designs, which negatively impacts the recipient's perception of the street's architectural identity. The study concluded with a set of recommendations calling for the need for legal regulation that defines the shape, size, and location of signs in harmon.