The proposed signs, in particular Signs A, F and N, due to their size, scale, siting and design, on this prominently located building in the countryside on the edge of the River Soar and within the designated Mountsorrel Conservation Area, would appear unduly conspicuous and incongruous features in relation to the building, its setting and the wider area generally and thus would be harmful to the character and appearance of the designated heritage asset, the Conservation Area, as well as to the visual amenity of the area generally. The proposal would lead to less than substantial harm to the significance of the designated heritage asset. In such cases, Paragraph 196 of the National Planning Policy Framework (February 2019) advises that such harm needs to be weighed against the public benefits of the proposal. The proposed signs are not considered to have such benefits. Thus, the proposal, due to its harm to visual amenity and the heritage asset, would be contrary to the National Planning Policy Framework, Policies CS2 and CS14 of the Charnwood Local Plan 2011-2028 Core Strategy, saved Policy EV/1 of the Local Plan and the Supplementary Planning Document: Shopfronts & Signs. It would also be contrary to the statutory requirements of the Planning (Listed Building and Conservation) Act 1990.