APPROPRIATE APPLICATION

A camera shot of terrorist attacks in London in last July showed emergency vehicles covered in the reflected colors and rescures wearing outfits with fluorescent colors.What makes fluorescent colors so popular in public areas highly requiring safety codes is high glow and briliance.Such characteristic of the colors has also made them to be applied frequently to hand-written P.O.P.'s many retailers use on various occasions.Since fluorescent colors attract people's attention very effectively,their application is mostly limited to special purposes,not to the ordinary usage.Signs have come to use fluorescent folors on a more frequent basis recently.Despite their vividness, it is not easy to use fluorescent colors in signs.The vivid and briliant colors can be more emphasized by matching with darker tone colors. Due to their limit in the color variety and its inciting features, fluorescent colors should be used only particlly in order to emphasize the message disigned to deliver.Over-usage of fluorescent colors disperses viewer's sights and may only emphasize the colors,obstructing effective delivery of the intended messages. Thus,in case of using fluorescent colors in signs,messages should be as small as possible,and so should be the area taken up by those colors.

HIGH OUTDOOR DURABILITY REQUIRED

Materials that cna be used with fluorescent colors include sheets,acryl,banner fabrics,and ink. Fluorescent colors are more commonly found in banner fabrics than in other types of signs using sheets and acryl.Representative,Yu Gyeong-shik of Yugyeong Color Sheets Inc., says:"Fluorescent sheets are mostly used in hospitals,subway stations,and construction signs than for advertisement.Since fluorescent sheets are prone to fade under direct light,they are quite limited in terms of outdoor durability.Thus,most of those sheets are highly recommended for indoor applications.The materials for the outdoor uses should be used only on a temporary basis,since their colos can fade out within a year."Director Kim Sang-beom of Namyang Commerce says:"There is not much demand for fluorescent colored acryl,compared with demands for otehr color materials.Germany company is currently improting and promoting our fluorescent clored material."At DPGshow of last June,Taeil System and Marcus System released both fluorescent colo inks which are intended for only banner graphics with fluorescent color inks.Chief Lee Jaeho of Taeil System also expects the consistent developmint of ink helps to meet the increasing needs of customers and fluorescent color banner fabric will increase market shares.He believes that the high reaction degree of fluorescent colos is effesctive in delivering messages.There is a consistent demand for fluorescent banner gabrics as well.Chief Park Mi-suk of Daehan Texiles argues:"Fluorescent color fabrics are the most sought-after item next to the white color fabrics. Fluorescent banner fabic tehds to print black and red colors better than other colors,which may be printed out more darkly or sybtly than their original colors.:

INCREASING CREATIVITY IN SIGN DESIGNS

Fluorescent colors are especially vivid and shinning under the ultrabiolet rays.Thus,fluorescent colors during the daytime under the sunlight sometimes exhaust the eyes of passersby.Nevertheless,the vivid fluorescent colors become more visible at night as they exude ulraviolet rays they have received,whereas other surroundings remain dark.Thus,those colors are efficient at night.Fluorescent colors need to be used with nore caution and attention for various purposes.Altough vivid and impressive, they can convey scattered,sheap images when used improperly.Fluorescent colors are attractive,but quite difficult to gandle.Business today tend to pursue the extablished trend,rather than displaying creative and innovative designs.It is sometimes much better to attract attention with creativbity,rather than blending into the majority.Fluorescent colors may be a great alternative for businesses,which want to boost their creativity in adversisement.