Towards Managing Visual Pollution: A 3D Isovist and Voxel Approach to Advertisement Billboard Visual Impact Assessment

Visual pollution (VP) is a visual landscape quality issue, and its most consistently recognized symptom is an excess of out of home advertising billboards (OOHb). However, the VP related research concerns landscape aesthetic and advertisement cultural context, leaving the impact of outdoor billboard infrastructure on landscape openness unanswered to date. This research aims to assess the visual impact of outdoor billboard infrastructure on landscape openness, precisely the visual volume—a key geometrical quality of a landscape. The method uses 3D isovists and voxels to calculate the visible and obstructed subsets of visible volume. Using two case studies (Lublin City, Poland) and 26 measurement points, it was found that OOHb decreased landscape openness by at least 4% of visible volume; however, the severe impact may concern up to 35% of visual volume. GIS scientists develop the proposed method for policy-makers, and urban planners end users. It is also the very first example of compiling 3D isovists and voxels in ArcGIS Pro software in an easy-to-replicate framework. The research results, accompanied by statistically significant proofs, explain the visual landscape’s fragility and contribute to understanding the VP phenomenon.

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