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Architectural design, visual attention, and human cognition: exploring responses to federal building styles

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  • Brandon R. Ro
  • Hunter Huffman

Abstract

This article examines the ongoing architectural debate surrounding styles for American government buildings. It tests the results of the 2020 National Civic Art Society survey that found 72% of Americans prefer traditional federal buildings over modern designs. To gain a neuro-biological perspective on these results, eye-tracking emulation software is used to evaluate the relationship between architectural design, visual attention, and human preferences. The hypothesis that traditional buildings would capture and retain pre-attentive visual processing more than modern styles was confirmed in several experiments. The research offers valuable insights for architects, urban planners, and policymakers considering design decisions about federal buildings.

Suggested Citation

  • Brandon R. Ro & Hunter Huffman, 2025. "Architectural design, visual attention, and human cognition: exploring responses to federal building styles," Planning Practice & Research, Taylor & Francis Journals, vol. 40(3), pages 447-486, May.
    • Handle: RePEc:taf:cpprxx:v:40:y:2025:i:3:p:447-486
    DOI: 10.1080/02697459.2024.2342755
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