风貌保护道路户外招牌（牌匾）审美评价量化研究* ——以上海市福州路为例
A Quantitative Study on the Aesthetic Appreciation of Outdoor Signs on Historical Streets: A Case Study of Fuzhou Road in Shanghai
张 辉
中铁上海设计院集团有限公司 副总规划师，高级工程师，硕士
袁 铭
中铁上海设计院集团有限公司 高级工程师，博士
梁 夏
中铁上海设计院集团有限公司 高级工程师，硕士
钱 锋（通信作者）
同济大学建筑与城市规划学院 副教授，博士生导师
摘要: 结合标识、引流和推广3个强度要素组成的“定序变量”，以及服务、位置和视距3个属性要素组成的“定类变量”，构建户外信息设施分类体系，区分户外招牌（牌匾）与其他户外信息设施的差异，明确其概念范畴。在分析地方法规和技术规范的基础上，提出以“一口一招”替代“一店一招”更适应城市风貌管控的要求。以上海市风貌保护道路福州路为例，通过问卷调查获得户外招牌美观度的评价数据，将标准化数据与户外招牌的22个量化指标进行相关性检验，发现美观度与是否为知名连锁店、背板长度、背板面积等6个量化指标显著正相关，与图文密度显著负相关。22个量化指标的多元回归分析表明通过提升背板色彩的品质和增大背板长度，可以有效提升户外招牌（牌匾）美观度。
Abstract: Based on three intensity elements of identification, attraction and promotion, and three attribute elements of service, position and sight distance, this paper establishes the classification model of outdoor information facilities. It distinguishes the outdoor signboard from other outdoor information facilities and clarifies its definition. According to the analysis of local laws, regulations, and technical specifications, it is put forward that the principle of "one entrance one sign" instead of "one shop one sign" is more suitable for city image control. Taking Fuzhou Road in Shanghai as an example, this paper obtains the evaluation data of the aesthetics of outdoor signboards by questionnaire surveys and conducts regression analysis for the standardized data and 22 quantitative indexes of the outdoor signboard. The results show that the aesthetics is positively correlated with six indicators, namely "whether a famous chain store or not", "board length", "board area", "board color", "board material", and "graphic and text color", while being negatively correlated with "graph and text density". By improving the quality of "board color" and increasing the "backboard length", it is suggested that the aesthetics of outdoor signboards (plaques) can be effectively enhanced.
关键词：风貌保护道路；户外招牌；审美量化
Keyword: historical street; outdoor signs; aesthetic quantification
中图分类号：TU984
文献标识码: A
资金资助
国家自然科学基金项目 “近代美国宾夕法尼亚大学建筑设计教育及其对中国的影响” 51778425
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