SIGNS, ADVERTISING AND THE IMAGEABILITY OF BUILDINGS - A PERCEPTUAL SELECTION IN THE VIEW FROM THE STREET IN AMMAN, JORDAN

The primary function of signs is to index the environment, i.e. tell p eople where they can find what. Their function, therefore, is to serve communication along streets. Signs on buildings, when left unchecked, have a propensity to move toward visual pollution of the cityscape. T here is a need for research to investigate how to provide people with information that will foster environmental learning and at the same ti me protect the image of the buildings on which signs are mounted. This paper investigates the use of signs on the facades of buildings in Am man, the capital of Jordan. Environmental cognition research is compil ed into a framework that permits a learning strategy to evolve at a co nceptual level and protect the inherent imageability of buildings. Sig nage criteria are suggested with an eye to developing sign displays th at aid in way-finding and that are compatible with existing architectu ral character, creating harmony in the built environment. (C) 1996 Els evier Science Ltd.