The Use of Aesthetics to Reduce Visual Waste in the Urban Area of Medan, North Sumatra

The phenomenon of visual waste in Medan's public spaces has increased significantly along with rapid urban and economic growth.The proliferation of billboards, banners, irregular murals, and excessive graphic elements creates visual clutter that reduces comfort and urban aesthetic identity.This study aims to examine the role of aesthetic principles in reducing visual waste through a theoretical framework and field observation conducted in selected urban areas of Medan City.The study focuses on the concepts of environmental aesthetics, visual order, and visual communication design principles.The findings indicate that the application of aesthetics based on visual balance, color harmony, and proportional composition can improve the quality of public visual perception and strengthen the city's identity.This research emphasizes the importance of collaboration between local governments, designers, and communities in creating a more organized and aesthetically pleasing urban environment.