THE CUSTOMIZED OUTDOOR: AN ENVIRONMENTAL APPROACH

FERNANDA VIANA* Supervisors: Jorge Neves, Co-Supervisor: Francisco Mesquita

* fviana@ufp.edu.pt

University of Minho School of Engineering <2C2T>

Environmental impact customized outdoor

of

A biodegradable solution for customized outdoors

Considering the importance of environmental friendly alternatives, we are developing a product that can minimize the damage caused by the products currently used for printing outdoor ads. In this context, we use textile substrates produced with raw materials available in nature. Also, the biodegradable media in development for advertising purposes have similar characteristics to the polyester-coated PVC. Attending to the ephemeral nature of the outdoor, it is not necessary to use high-strength materials, which contribute to the maximization of the environmental problems, we confront everyday.

With the focus on the customized outdoor, we are not only interested in studying the environmental impact of such images but also suggesting an ecological and harmfree solution. The environmental impact of outdoor ad is not restricted to the media: also, inks have been indicated by its negative consequences. Nevertheless, the European Community and several governments have been making efforts to discourage and also to forbid the use of materials with bad consequences for the environment as well as human health. (CEE, 2000), (Baitz, 2004), (EUR-Lex) Unfortunately, we still see that the approach to the customized outdoors is far from being ecological.

Figure 1

Figure 2

Figure 3

Considering the original outdoor,

the background colour is removed.

The white graphic elements are changed to the original colour used on the background also the visual content is maintained as it was in the original ad.

Conclusions
Based on our approach, it was possible to reduce the environmental impact of the advertisements, particularly on Customized Billposter, as well as maintaining or even improving the visual contrast of the message. So, having an ecological position during the creative process should be considered, moreover is possible to create attractive visual ads with environmental concerns, According to the analyses covered by study. About the biodegradable textile solution under development, we truly believe that fulfils the requirements needed for outdoor advertising application without causing any damage to the environment.

To understand the visual consequences of these conditions, we asked about the visual message in both ads: original and proposed. Considering not only professionals but also, students in the final year of graduation in the fields of communication, we questioned about 1232 individuals. In general, the proposed outdoors had a superior average than the original ones. The printed area was reduced almost into half; 2151.66m to 1229.10m. As we can see in graphic in fourteen outdoors, we achieved more than of 40% less printed area.

Thinking, creating and designing green: a study case

Using a sample of sixteen outdoors placed on facades and gables in Porto city, we attempted to minimize their environmental impact by reducing the printed area. The figures 1-3 show the changing process of one of the outdoors ad covered by the study.

100 90 80 70

Referencies
Baitz, Martin (2004). Life Cycle Assessment of PVC and of principal competing materials. European Commission. CCE, Green book on environmental aspects of PVC, 2000. EUR-Lex [online], Available http://eur-lex.europa.eu/pt/ index.htm [Consulted in 04/07/2011].

% of reduced area

60 50 40 30 20 10 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

95,6 95,5 95,2 91,8 90,2 88,7 87,5 83,5 81,8 71,8 68,4 61,6 51,5 41,8 39,8 25,5 outdoors covered by the study

Graphic 1 total reduced of the printed area on the outdoors (%)

The study reported in this poster is part of a research which is currently being carried out in the scope of the authors PhD thesis.

Uma Escola a Reinventar o Futuro Semana da Escola de Engenharia - 24 a 27 de Outubro de 2011