If the lighting is too bright, it may not only be unpleasant for customers entering the property, but also would create a break in the continuity of the streetscape lighting. Again, as with colors and other design elements, harsh contrasts are to be avoided. Dark voids or inadequate lighting will not only create a problem for window displays and a feeling of pedestrian insecurity, but will break the continuity of the overall pedestrian experience along the streetscape. A comprehensive sign program should be adopted for Oswego s downtown. The number and area of signs should be regulated, so that business identification is achieved without visual clutter.
Simple signs are more attractive and communicate more effectively.
These signs can contribute toward the authenticity of Oswego s downtown, and create ambiance that is unique to this Village. Identification signs should be placed so that they are surrounded by the wall surface on which they are located. They should not project above or beyond the roof or wall nor obscure the continuity of decorative stone or brick bands across the building face. Individual letters, placed on a sign frieze or wood background that are externally illuminated are preferable to more contemporary box signs that are internally illuminated. Indirect lighting can be afforded by shielded sources built into the cornice of a one story building or the frame of the sign.