"Our main goal is to prevent harm"

Contents:

• About problems
• About design code
• About changes

Design codes began to be implemented in Russian cities in the 2010s. Designers have found this to be an effective way to combat the chaotic placement of bright signs that fill the streets. The design of the urban environment, including signs and manhole covers, is becoming a tool for conveying the city's identity. This approach not only improves the visual perception of urban spaces but also creates a harmonious atmosphere conducive to the development of cultural and social interaction.

In 2017, architects and designers began developing a design code for Pskov. This document sets requirements for the city's visual design, including signage styles, rules for the design of cafe and store entrances, and standards for address plaques. The design code identified issues such as insufficient attention to architectural features, the presence of "blind signs," and other elements that create visual noise. This approach aims to improve the city's visual environment and harmonize elements of urban infrastructure.

An interview with the city's chief architect, Evgeny Skachkov, discusses the problems associated with glass and concrete in contemporary urban architecture. The architect shares his opinion on how these materials can threaten the aesthetics and functionality of urban space. The role of monochrome solutions in architecture and their impact on the perception of the urban environment is also considered. During the conversation, unexpected analogies are mentioned, such as knocked-out teeth, which help to understand how architectural elements can influence the overall appearance of the city.

About the Problems

What threats to the visual appearance of the city exist, and what measures are being taken to overcome them? A city's visual appearance can be subject to various threats, including excessive construction, pollution, and a lack of green space. Construction projects that fail to consider the architectural heritage and aesthetic features of the area can seriously damage the harmony of the urban environment. To address these challenges, it is important to implement sustainable urban planning strategies and actively support greening and beautification programs. Collaboration with architects, environmentalists, and local residents will help create harmonious spaces that will delight the eye and contribute to the city's quality of life. Our primary goal is to preserve and enhance the city's architectural heritage. We strive to protect it from the negative impact of modern finishing materials such as glass and concrete. These materials not only distort the visual perception of the urban environment but also penetrate its foundations, destroying the harmony created by historical architecture. It's important to find a balance between modern requirements and preserving the unique character of the urban environment to ensure its longevity and aesthetic appeal. Pskov, like many other cities, is experiencing the impact of bright and colorful outdoor advertising. Fencing and roof structures require a more harmonious and orderly design. It's important that the visual elements of the urban environment not only attract attention but also fit into the overall architectural concept, creating a welcoming atmosphere for residents and tourists. Optimizing outdoor advertising in Pskov will help improve the perception of the urban environment and increase its appeal. There are examples of buildings that clash with the overall architectural ensemble and negatively impact its perception. Typically, such structures differ in style, materials, or color scheme from the surrounding architecture. This can create disharmony in the urban environment, distracting attention from harmoniously designed objects. Architectural elements that don't match the overall style can cause dissatisfaction among residents and architectural professionals. It is important to consider the context and history of a site when designing new buildings so that they blend seamlessly into the existing ensemble and enrich it, rather than detract from it.

The Oktyabr Cinema, which blocks views of the Kremlin, the landscape, and the river, as well as the high-rise building on Desantnikov Square, are all important architectural elements. Other buildings in the area are more conveniently located, blending harmoniously with the surrounding environment and creating a holistic appearance.

The cinema, designed by architect Alexey Larkin, was originally planned for construction on Profsoyuznaya Street, where it would blend harmoniously with the surrounding environment and would not be visible from all sides. However, contrary to the opinion of the author and the public, city authorities insisted on its construction opposite Trinity Cathedral. As a result, the cinema was built in this very location in 1949, which displeased the architect, who disagreed with this decision and was fired.

The building on Desantnikov Square is divided by a border beyond which development regulations apply. As a result, one half of the house must comply with historical restrictions, while the other must meet modern construction standards, including materials, height, and architectural style. The result is a stone structure that meets none of these requirements. This is an example of an unprofessional approach to architecture and urban planning.

About the design code

The city's design code was formed on the basis of An in-depth analysis of the architectural heritage, cultural characteristics, and needs of local residents. It incorporates elements that reflect the uniqueness of the region and create a harmonious space for living and working. The design code's core principles include the selection of a color palette, fonts, and materials that emphasize the city's identity and contribute to its visual appeal. Public participation in the discussion and approval of the design code was also an important step, allowing for the consideration of residents' opinions and preferences. This ensures not only aesthetic value but also the functionality of the urban environment, facilitating comfortable interactions between people and the space.

We created the design code in 2018. Currently, the discussion primarily focuses on its impact on the design of signage and its connection to businesses, but this is only a small part of its content. The design code also covers the design rules for address signs and street signs. This makes it an important tool for creating a unified visual appearance for the urban environment.

Have you developed any visual solutions that take into account the specific characteristics of Pskov?

In the historic part of the city, a monochrome style was chosen for signs and address plaques. This isn't limited to black or white. Monochrome can include any color that maintains a warm or cool tone in its gradations, thus avoiding clashes with the architecture of the historic buildings. This approach ensures a harmonious combination of modern elements with the unique appearance of historical buildings, emphasizing their beauty and creating convenience for residents and tourists.

When choosing a sign An entrepreneur must consider several key aspects. It's important to determine the style and design of the sign so it matches the company's image and attracts the attention of the target audience. The size and placement of the sign should also be considered to ensure it is visible from a distance and easy to understand. The choice of materials for the sign is equally important, as this affects its durability and appearance. Furthermore, it's important to consider legal requirements and regulations for the placement of advertising materials in your region. Ultimately, a well-chosen sign will become an important tool for attracting customers and increasing brand awareness.

• what zone does the area belong to (standard or historical);
• green zones within which sign placement is permitted;
• type of sign (lightbox, plaque, or other);
• what information will be placed on the sign;
• material, color, size, and other components of the sign being placed.

When developing the design code, we relied on a number of successful examples from various industries. An important aspect was studying modern trends in web design, as well as analyzing how other companies integrate visual elements and user interface to improve customer interaction. We took into account not only aesthetic but also functional solutions that help create an intuitive and attractive interface. The focus was on how design influences user experience and how it can increase conversions and engagement.

This was a large-scale project that spanned several years. We analyzed numerous examples, including the design codes of cities such as Kazan, Krasnoyarsk, Novosibirsk, and Tomsk. Kaliningrad proved to be the most relevant to us. This city harmoniously matches our mentality, climate, and landscape. We admire its approach to the historical part: it displays a careful attention to architectural objects and their elements, and advertising does not overshadow or divide the architectural details.

In Rybinsk and other cities, the design code has become not just a tool for organizing the visual series, but also an independent statement, a news hook, and landmark. However, we decided to abandon this approach to avoid an overload of meanings in an already saturated visual space. This solution will preserve the harmony and aesthetic appeal of the urban environment, focusing attention on the important elements that truly shape the city's appearance.

We are considering a unique style that stands out against the overall minimalist trend for Oktyabrsky and Rizhsky Avenues, as well as part of Pozemsky Street. These three key arteries connect various districts with the city center, and we strive to emphasize their recognition through small architectural forms and art objects. However, for now, the priority is to improve the existing urban infrastructure.

Entrepreneurs responded to the innovations in different ways. Some took a positive approach, viewing the changes as an opportunity for growth and adaptation to new market conditions. Others, on the contrary, expressed concern about the potential risks and uncertainty associated with the implementation of new regulations and technologies. It's important to note that successful business owners understand the need to adapt and are willing to invest in training and developing their employees to address new challenges. Effective communication and a willingness to change are becoming key success factors in a rapidly changing market.

With caution. A year has passed since the introduction of the regulations and the first inspections. During this time, the authorities have had the opportunity to correct existing shortcomings. Significant changes were necessary, as only 5% of designers managed to intuitively comply with the design code.

Some entrepreneurs prefer to remain in the shadows, hoping that the changes will not affect them. Meanwhile, more forward-thinking business owners decide not to rush into launching advertising campaigns. Some believe that one can master advertising on their own, striving for brightness and visibility to attract the attention of potential clients. However, as practice shows, skimping on professional consultations does not lead to the desired results. Investing in expertise and market understanding can significantly increase the effectiveness of advertising efforts and improve business visibility.

When several businesses share advertising space, the design code recommends using consistent color schemes and materials for signage. This promotes a harmonious visual perception, improves brand recognition, and enhances the attractiveness of the retail area. Maintaining a consistent style not only strengthens the image of each business but also creates a positive impression of the entire commercial area.

Each new sign installed on the façade of a shopping center must be made in a unified color scheme and from the same material as the previous sign on the same façade, in accordance with the current design code. Permission to place lightboxes is only possible in certain standard zones, as specified in the 2018 Pskov design code. This rule contributes to the harmonious design of retail spaces and improves the visual perception of the urban environment.

The design code has had a noticeable impact on the lives of city residents, introducing certain rules, which must be taken into account when designing loggias. These rules are aimed at creating a harmonious appearance of the urban environment and ensuring the aesthetic integrity of buildings. Citizens must now ensure that the materials, colors, and designs used comply with established standards. This means that when choosing elements for their loggias, it is important to consider not only personal preferences but also the general requirements of the design code, which contributes to improving the quality of urban architecture and increasing the comfort of living in the city.

The design code does not affect ordinary residents, as their influence on the architectural appearance of the city is regulated by other mechanisms.

Unauthorized changes to architectural glazing significantly affect the appearance of streets. Residents often perceive balconies and loggias as an integral part of their apartments, but this is not the case. In fact, we are talking about facades, which are common property. The rules for facade design are agreed upon by the developer, designer, and management company. They are responsible for ensuring compliance with the established standards. This is necessary because an improperly designed balcony, for example, one covered with colored siding, spoils the building's appearance and creates a sense of neglect. Proper facade design is an important aspect of maintaining the architectural integrity and aesthetics of urban spaces.

Citizens closely monitor how businesses comply with design codes. They respond quickly to any deviations from the norm, and we need to promptly explain what measures will be taken and express gratitude for their proactive approach. Previously, responses to inquiries could take weeks, but now this process has been reduced to a few hours, and sometimes even minutes. Modern technologies play a key role in this improvement.

About the changes

At the moment, when the design code is being actively implemented and Pskov begins to form a unified style, what changes can you note?

Adherence to a design code gives the city a sense of lightness, purity, and freedom, emphasizing the complex landscape with its slopes, river, and historic buildings. This is noticed by residents, tourists, and pilgrims alike, underscoring the importance of a unified visual style for creating an attractive urban space.

The set of rules governing the placement of advertising and the design of architectural elements is aimed at preventing the use of blind advertising banners, centering text, placing signs too high, and avoiding the use of false panels over existing architectural details. These recommendations help create a neat and harmonious urban landscape by removing visual noise and emphasizing important design elements. Compliance with these rules improves the perception of the urban environment and enhances the aesthetic value of public spaces.

Design codes should be implemented in all cities. We live in one country with common landscaping rules and regulations. Therefore, no city will be able to avoid introducing design codes—it's only a matter of time and priorities. Pskov certainly should have adopted a design code earlier than Nevel or Velikiye Luki, but they too will likely adapt this approach sooner or later. The implementation of design codes will help create a harmonious urban environment, improve the appearance of cities and enhance the quality of life of their residents.

Design code helps distinguish between informational texts and advertising materials. For example, images of food and drinks are prohibited in menus posted on the facades of cafes and restaurants. Instead, it is recommended to post a price list and a list of dishes offered. This facilitates clearer perception of information and adherence to aesthetic standards, which in turn enhances the establishment's image.

Signs in Pskov can be used to display menus for cafes and restaurants. Backlit signs are permitted. However, advertising in place of menus is strictly prohibited. These rules are governed by the Pskov design code, approved in 2018. Compliance with these standards helps preserve the city's aesthetic appearance and maintain order in the information space.

Different perceptions of beauty, acceptability, and informativeness among people can create difficulties in communication and content perception. It is important to consider that tastes and preferences are shaped by cultural, social, and personal factors. To create effective content, it is necessary to analyze the target audience and tailor it to their interests and expectations. This will allow for greater understanding and engagement, taking into account the diversity of opinions and preferences. A good approach to content creation involves using universal design principles and clear communication to appeal to diverse tastes and increase engagement.

We have a saying: where there are two architects, there are three opinions. Therefore, establishing common rules is a task that requires significant time and intellectual resources. This makes it all the more important to discuss urban design in a professional language, paying attention to geometry, architecture, and historical context. This allows us to create a harmonious and functional urban space that will take into account the interests of all its residents.

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