This research is focus on the side-hanging advertisement signboard in Kaohsiung. The study of side-hanging advertisement signboard by literature review in the paper is mainly about its visual cognition, communicative process, shape and definition.The problems of side-hanging advertisement signboard in Kaohsiung were discussed by interviewing the officials in architecture management department of the Kaohsiung government and practical investigations by qualitative research method. Through the second time literature review, and the analysis of investigations, the functional design of side-hanging advertisement signboard revealed and few options were proposed to improve currant problems in Kaohsiung.
In the initiative research, it was found out that the exceededsize of side-hanging advertisement signboard plays a significant role among these problems.
The deep relations of signboard’s size to street landscape and the width of the street were mentioned in the literature review.
Therefore, by analysis the visible and invisible distances of signboards on streets, a formula came out. In brief, this formula could be used to scale proper exceeded sizes and also the visible distance of side-hanging advertisement signboard in all kind of streets.
According to the analysis of the research and calculation of the formula, the results are as follows:
1. The success of advertisementsignboard transmitting lies upon whether the receivertakes a message initiatively or not and carries on decoding.
2. The problem of advertisement signboard could be classified into five aspects: design, regulations, safety, landscape and morality.
3.The function of advertisement signboard could be separated into two domain- commercial transmitting and town landscape. The six functions mainly included advertisement, directing, transmitting information, aesthetic, culture and forming town landscape.
4. The visible distance of the side- hanging advertisement signboard has negative correlation with the exceeded width of the neighboring board. The gauge of the neighboring board also has negative correlation with the width of road.
5. The invisible distance of the side-hanging advertisement signboard has high positive correlation with the set up of the height.
6.According to the research of the formula we found out that if we reduce the exceededsize of the side-hanging advertisement signboard in one street, the visible distance of the others in that street would be increased.
7. Based on the computing of the research, the current regulation for the 1.5 meters exceeded restriction of the side-hanging advertisement signboard is more suitable for the about 50 meters pavement in overall width, major road and secondary road. Furthermore, the exceededsize restriction of advertisement signboard should be lowered for service road and other narrow roads.
This research tries to examine the suitability of the establishing side-hanging advertisement signboard from the aspects of reasonable visual design.By way of the analysis of this research, the reference could be offered for practical advertisement signboard design and also stipulation of relative regulation.