| Summary: | Affandi road is a primary collector street located in Depok District, Sleman
Regency, Yogyakarta Special Province which rapidly developed in the economic
sector. Two reasons why this street is been aimed to be commercial area by the
economic stake holders are: (1) a trigger to support the recent development of
educational facilities, such as six college in this area, that are Gadjah Mada
University, Yogyakarta State University, Sanata Dharma University, Atma Jaya
University, Indonesia Islamic University and Mercu Buana University. And (2)
trigger Adi Sutjipto street as second commercial area apart from Malioboro which
the site location is in the eastern part of Yogyakarta city agglomeration of transprovincial
hub. Economic growth indicated by commercial building density and
street element density with the most attractive typology, quantity, and quality
which is the outdoor commercial signage. At first the essence of outdoor
commercial signage is a visual communication media that contains �information�
and �explanation�. However setting implementation are not consistent with the
current regulation and worsen by the absence of sanction. Therefore conflicts in
layout cannot be avoided and settings become more crowded.
Overcommunicated that cause by crowded layout of outdoor commercial
signage generate stress to passerby level especially vehicle users who have to
observe the advertisement in certain distance and speed. Therefore visual distortion
that creates visual confusion occurs. In this research, passersby with certain criteria
have been chosen as perceptor that will be the actors to fix the outdoor commercial
signage setting layout in Jalan Affandi. Using they ability to observe and decorate
they surrounding environment by instinct, positive subjectivity of perception that
affect the idea to maintain the stability of advertisement layout by controlling
crowding and creating interest is been explored. The result then analyzed and
processed to create guidelines and design recommendation of outdoor commercial
signage layout setting in Jalan Affandi, especially for the appointed street segment
observed.
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