The projecting box sign, by reason of its siting, design and illumination, detracts from the appearance of the building and the character and appearance of the street scene and is therefore harmful to the visual amenity of the locality. The proposal is also contrary to the Council's policies, as set out in the Unitary Development Plan, in particular Policies CD25 and CD68, and to the Council's Supplementary Planning Guidance, Design and Conservation of Shopfronts and Shopping Streets.