Chapter 11
Placemaking and Managing Development
Issues / Recommendations / Observations
Sub. No.
Chief Executive’s Response & Recommendation
No change.
There is a lack of policy direction and support for digital signage in the Draft Plan and it provides no reference to its importance and relevance to the future development of the city. 94
It is accepted that the Draft Plan does not provide sufficient guidance on digital signage. It is therefore proposed to insert a new section on “Digital Advertising / Signage”. Recommendation: Insert a new section under “Shop Fronts, Advertising & Security Signs” as follows: Digital Advertising/Signage The use of digital advertising and signage is playing a more prominent role in urban environments, including the replacement of paper advertisements. While it can play a positive role in displaying public information, there is a need to control digital advertising and signage in terms of its design and location to prevent visual clutter particularly in areas such as historic parts of the city (Architectural Conservation Areas etc.), predominantly residential and high amenity areas such as waterways. It can also have adverse impacts on public and traffic safety. As well as the above the following criteria should be considered as part of applications for digital advertising/signage: • Details of material, finishes and colours • The maximum luminance of the advertisement display during night-time hours (darkness) should not exceed 300 cd/sqm • No more than one advertisement to be displayed every ten seconds, changed by means of a fade transition of the display
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