Visual Impact Assessment Criteria

(c) the cumulative effect of the proposal when read with other advertisements on the building or in the surrounding area and whether the proposal will result in clutter; (d) the size, scale, dominance and siting of the advertisement in relation to the scale and characteristics of the surrounding area; (e) the design and materials of the advertisement, or the structure containing the advertisement, and its impact on the appearance of the building on which it is to be attached; (f) in the case of a freestanding sign, the design and materials of the structure and its impact on the appearance and character of the area where it is to be located; and (g) the impact of the advertisement, including its size, scale and levels of illumination, on the amenities of people living nearby and the potential for light pollution.