Perceptual dimensions effective in the aesthetics of façade styles, comparison of architects and non-architects

Different styles of facades can have a satisfying or dissatisfying psychological effect on people. According to the literature on façade evaluation, perceptual dimensions are effective in façade aesthetics. In this research the effect of perceptual dimensions of familiarity, complexity, originality and excitement on the aesthetics of postmodern, neoclassic and late modern style façades have been investigated. Two groups of architects and non-architects assessed 15 images of the three-façade styles in the city of Tehran. The partial least squares structural equation modelling approach was used to test the model obtained from the research literature. A questionnaire was adopted to measure the perceptual dimensions effective in the aesthetics of fifteen façade images. 340 non-architects and 143 architects filled out the questionnaire. The results show that the structural model can be a valid framework upon which to evaluate the aesthetics of the facades by two groups of architects and non-architects. For both groups of architects and non-architects, the originality of the façade design has the greatest impact on the beauty evaluation of the facade. The originality and excitement perceptual dimensions mediate the relation between the complexity and beauty perceptual dimensions. The presented structural model can assist architects and policymakers on the perceptual dimensions significant to facade aesthetics. Furthermore, the empirical findings and the discussion presented on the perceptual dimension expand the theoretical background on facade aesthetics. The presented structural model can be used to evaluate the aesthetics of other façade types or apartment facades in other locations.