Semantic Differential in Urban Space Quality Analysis, Case study: Sepah Street of Qazvin

Semantic differentiation is one of the most widely used methods in the descriptive and qualitative analysis of urban spaces. Traditional and contemporary urban spaces have always been judged by people and experts. This method can serve as a scientific basis for judging these target groups. The purpose of this paper is to test the semantic differentiation technique in the qualitative analysis of an urban space (Sepah Qazvin Street) in order to make a judgment on the characteristics of this technique. The main issue of research is the compatibility of objective and subjective components and examining the differences and differences between these components in the qualitative analysis of urban scape. The research method used in this study is applied in terms of purpose and in terms of method and method it is an analytical descriptive with emphasis on content analysis method. Indicators and components of urban space quality improvement are divided into two objective (beauty, order, continuity, repetition, symmetry and transparency) and subjective (meaning, authenticity, tranquility, readability, attractiveness and harmony). The results indicate that the perceptions of objective and subjective components of urban landscapes are different between people and experts and the qualities of mental components in the specified urban spaces are unfavorable.