| Conditions / Reason for Refusal: |
01
The Council considers that the proposed sign, by virtue of its overall size and scale and location adjacent to a busy roundabout with significant traffic flows, where an above average degree of care and attention is demanded from motorists, would have an adverse impact on visual amenity and road safety, by virtue of the potential for the primary traffic signal head to be ‘lost’ in the digital display and also present
a source of distraction to motorists negotiating the adjacent roundabout, to the
detriment of the safe flow of other traffic.
02
The Council considers that the sign by virtue of its size, design and elevated position on the gable side of a residential property, in a prominent location close to St Anns Roundabout on a principal route into Rotherham Town Centre would represent a clutter of advertisement material and constitute an incongruous, unduly prominent and intrusive feature in the street scene to the detriment of visual amenity and the residential character of the area. Accordingly, Policies SP55 ‘Design Principles’ and SP60 ‘Advertisements’ and advice contained in paragraph 141 of the NPPF.
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