Application of Media Art Visual Communication Concept in Multi-Scale Control

Color is the dominant element of visual communication design. For cities, color is one of their characteristics. Improving the overall style of a city through the control and planning of architectural color has been a hot issue in urban control and planning in recent years. Considering color pollution in urban planning, we analyze the important role of color in visual communication design from the perspective of the visual communication concept of media art. The current situation of residential building colors in Shanghai City is investigated. We determine the residents’ preferences and requirements related to architectural exterior color on the basis of a data analysis of color and material selection, color matching, composition, and others. This study changes the traditional architectural color design concept that centers on individuals and lacks overall control. Specifically, we construct a set of multi-scale color controlling and planning systems at the macro-, meso-, and micro-scales. We also guide and control the urban architectural color such that it is in accordance with the systematic color planning strategy. This method enables the systematic and holistic external color planning of urban residential buildings.