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Role of physical attributes of preferred building facades on perceived visual complexity: a discrete choice experiment

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  • S. Mahdi Hashemi Kashani

    (Golestan University)

  • Mahdieh Pazhouhanfar

    (Golestan University)

Abstract

Complexity has been known as a crucial psychological factor influencing the evaluation of the building facades preferences. However, little is known about the role of physical attributes of preferred building facades on perceived visual complexity. The objective of this study is to assess perceived visual complexity of urban building facades in terms of physical attribute in different levels. Discrete choice experiments were used to study the perceived visual complexity of preferred building facades. A sample of 213 students from Golestan University evaluated preference and perceived visual complexity of 36 pairs of images based on ten physical attributes of building facades in different levels (material (brick, stone), the contrast of materials (absent, present), color (absent, present), ornament (high, low), curve (straight, curved), vegetation (plants, no plants), windows orientations (vertical, horizontal), fenestration (large, small), articulation (side recesses, flat) and architectural style (modern, classic, traditional). The results revealed that all physical attributes of preferred building facades were found significant on perceived visual complexity expect for three attributes: architectural style, color and window to wall size. Thus, participant preferred a high-ornament facade with curved lines, vegetation, classical style, articulation, contrast between materials, as well as vertical windows. The articulation and ornament attributes were the most significant on perceived visual complexity. The results of this study can help city planners, architects, and designers to design facades with more general preferences and reduce the visual pollution of the cities.

Suggested Citation

  • S. Mahdi Hashemi Kashani & Mahdieh Pazhouhanfar, 2024. "Role of physical attributes of preferred building facades on perceived visual complexity: a discrete choice experiment," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(5), pages 13515-13534, May.
    • Handle: RePEc:spr:endesu:v:26:y:2024:i:5:d:10.1007_s10668-023-02980-0
    DOI: 10.1007/s10668-023-02980-0
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    References listed on IDEAS

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    2. Matthew Oliver Ralp Dimal & Victor Jetten, 2020. "Analyzing preference heterogeneity for soil amenity improvements using discrete choice experiment," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 22(2), pages 1323-1351, February.
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    4. Kati Häfner & Ingo Zasada & Boris T. van Zanten & Fabrizio Ungaro & Mark Koetse & Annette Piorr, 2018. "Assessing landscape preferences: a visual choice experiment in the agricultural region of Märkische Schweiz, Germany," Landscape Research, Taylor & Francis Journals, vol. 43(6), pages 846-861, August.
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