An exploration of the relationships between urban building façade visual elements and people's preferences in the city of Gorgan, Iran

Building façades not only play an important role in users' perception of buildings and urban spaces, but they also have a significant impact on visual qualities in this domain. Thus, the purpose of this study was to shed light on the relationships between urban building façade visual elements and people’s preferences in the city of Gorgan, Iran. A photo-questionnaire survey was administered on a total number of 124 students enrolled in three faculties of Golestan University. Each participant measured 24 pictures of building façades based on eight independent variables of urban building façade visual elements (shape, color, decorations, materials, texture, roof, openings and windows, and proportions) and their preferences as the criterion variable. The results revealed that 3 variables of shape, color, and proportions were positive and significant variables and color was reported as the most influential positive predictor accounting for people’s preferences. Furthermore; complexity, color selection, and composition-association were identified as influential positive predictors explaining shape, color, and proportions. In general, the findings could be of assistance to designers in evaluating building façades in order to optimize quality and to bring closer together users' views and tastes.