| Conditions / Reason for Refusal: |
01
The Council considers the display of this illuminated digital electronic display screen, by virtue of its overall size and scale and its proximity to the highway boundary, would have an adverse impact on visual amenity and present a source of distraction to motorists negotiating the adjacent roundabout, which is subject to significant traffic flows, which would be to the detriment of the safe flow of other traffic. Accordingly, the proposal is contrary to Local Plan Policies SP55 ‘Design Principles’, SP60 ‘Advertisements’, CS27 ‘Community Health and Safety’, and the guidance in the National Planning Policy Framework.
02
The Council considers that the illuminated Digital Display Screen, would represent visual clutter within the streetscene to the detriment of the character of the area and would not improve the quality of the surroundings. As such the proposal would conflict with Policy SP55, SP60 and the National Planning Policy Framework.
POSITIVE AND PROACTIVE STATEMENT
The applicant did not enter into any pre application discussions with the Local Planning Authority. It is not possible to support a scheme of this nature nor would any amendments make it acceptable. It was not considered to be in accordance with the principles of the National Planning Policy Framework and resulted in this refusal.
|
