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id sigradi2004_367
authors Khaled K. Tarazi
year 2004
title The fifth elevation: Effects of digital graphic design and printing technologies on the urban fabric in developing countries
source SIGraDi 2004 - [Proceedings of the 8th Iberoamerican Congress of Digital Graphics] Porte Alegre - Brasil 10-12 november 2004
summary The paper reports on a study that identifies the effects of current advertising and printing technologies on urban spaces in developing countries. The complexities of these advertising applications form a complicated hierarchical web that requires an investigation of surface- volume-context relationships to minimize the tension between the graphical message and the urban fabric. Regressive application of technology-based graphic design and advertisement in the form of billboards and signage, form a new layer identified as the fifth elevation. The study endeavors for positive consequences of such elevations and differentiates between chaos and complexity. Consequently, the study categorizes various advertising schemes and recommends short-term guidelines to reduce chaotic amalgamation. Several design factors and new advertising schemes are proposed to sustain cultural and visual coherency of urban spaces. When applied, these recommendations could prove useful for many cities in the Middle East due to planning, cultural, economical, and religious, similarities.
keywords Graphic design, printing technologies, urban fabric, advertising concepts, billboards
series SIGRADI
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