Citation

Mohd Marzuki, Mohd Ikhwan and Abdul Rahman, Rosnani and Salim, Saiful Bahar (2026) Beyond Flat: How Consumers Perceive Static 3D Billboards in Outdoor Advertising. In: Intelligent Governance in the Big Data Era. Springer Nature Link, pp. 451-460. ISBN 978-3-032-14697-7, 978-3-032-14698-4

Full text not available from this repository.

Abstract

This study explores consumer perceptions of static 3D billboards in outdoor advertising. Grounded in Visual Communication theories, the research examines how elements like form, colour, texture, imagery and typography influence billboard effectiveness. A qualitative approach was employed, involving the development of static 3D billboard prototype and semi-structured interviews with participants aged 18–40 from urban areas. The findings reveal that oversized 3D elements, texture and colour significantly enhance viewer engagement and recall. The study highlights the importance of visual communication elements and principles in creating effective billboard designs. The significance of this research lies in its potential to optimise static 3D billboard advertising by providing insights into consumer perceptions and design principles.

Item Type:	Book Section
Uncontrolled Keywords:	Static 3D billboards, Outdoor advertising
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5801-6182 Advertising
Divisions:	Others
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	04 Jun 2026 07:23
Last Modified:	08 Jun 2026 07:30
URII:	http://shdl.mmu.edu.my/id/eprint/15941

Downloads

Edit (login required)