The impact of outdoor signage on the streetscapes of Old Riga

Visual pollution caused by insufficiently considered usage of outdoor signage in urban areas can negatively influence the visual quality of public outdoor space. Like other urban areas, Riga is exposed to the risk of this type of visual pollution. As Old Riga is included on the UNESCO World Heritage List, it is important to keep it clean from such contamination. So far, no in-depth research on visual pollution in Old Riga has been carried out. Therefore, the aim of our study was to explore and assess the occurrence and impact of outdoor signage in the main shopping streetscapes of Old Riga. The study was based on spatial preference and observation, street colour photomontages, on sociological investigation methods and on analysis of regulatory and planning documents. The studies showed that the existing outdoor signage on the facades of the buildings of Old Riga causes visual pollution, which, in its turn, negatively affects the appearance of historical monuments and buildings and lowers the visual quality of public outdoor space. The development of appropriate design guidelines or a design code containing specifications for outdoor signage, windows, facades and their elements and design would promote the development of aesthetically consistent, expressive and high-quality urban space.