College - Author 1
College of Liberal Arts
Department - Author 1
Graphic Communication Department
Degree Name - Author 1
BS in Graphic Communication
Date
6-2026
Primary Advisor
Rachel Ma, College of Liberal Arts, Graphic Communication Department
Abstract/Summary
Why is it that certain advertisements are so much easier to remember than others? And how can places like Times Square actually be communicating effectivly through the dense amount of different ads? This project aims to get closer to finding out how design and environmental ad density effect advertisement recognition and recall. To capture the real-world feeling of a dense city, a 3D printed one was created to allow for custom testing and various locations meant for displaying custom advertisements. These ads would be created using a variety of design characteristics such as color, hierarchy, composition, typography, and over all visual impact.
The development process included building a complete visual environment rather than only creating designs. Through this creation of original advertisements based on existing and non-existing brands and the development of a real-feeling city, the project explored how different ads compete with each other and the environment for the viewer’s attention.
URL: https://digitalcommons.calpoly.edu/grcsp/354
Book Gutter
Advertisement Recognition and Recall In Urban Environments Hard Cover.pdf (441 kB)
Book Cover
Included in
Environmental Design Commons, Graphic Design Commons, Urban, Community and Regional Planning Commons