Visual Preferences of Architects and Non-Architects in Evaluating the Physical Elements of Mid-Rise Residential Apartment Facades in Tehran

Apartment building facades have different emotional effects on people due to their visual elements. These physical elements, also identify the style of the facade. The effect of these physical elements on the preference or dissatisfaction of people is unclear. The present study aims to identify the physical elements affecting the aesthetics of postmodern, neoclassical, and late modern style facades. By recognizing the differences and similarities between the two groups of architects and non-architects in perceiving the aesthetics of facades and their physical elements, a step would be taken towards designing desirable apartment facades. In this study, the physical elements of 15 facades were extracted from the three mentioned styles and were structured in a questionnaire that was evaluated by architects and non-architects. Then the ranking effect of each physical element on preference was evaluated by calculating the average relative frequency of choices which were put in tables by reasoning and logical analysis. Finally, the similarities and differences between the evaluations of the two groups of architects and non-architects were analyzed and evaluated. In terms of research method, this research is pursued by content analysis methodology, with a quantitative and qualitative integrated approach. Despite the different aesthetic evaluations of architects and non-architects of the neoclassical style facades, the common opinion of both groups showed a significant preference for the postmodern style facades. Also, despite the prevalence of modern-style facades, both groups of architects and non-architects gave higher ratings for post-modern facades, which is due to the reference of this style to traditional symbols of Iran. The physical elements including frames in the facade, the protrusion of the volumes, the use of three types of materials (stone, wood, and metal), framed windows, windows located deep in the walls, stepped volumes, the use of two types of materials (stone and wood), sloping volumes and awnings were selected by architects and non-architects in the first and second rankings of preference in the late modern-style facades. The physical elements including semicircular and crescent arches, vertical façade divisions, wooden lattice guards, brick as the predominant material, designs under windows, windows located deep in the walls, turquoise elements, stepped volumes and brickwork around the windows were chosen by architects and non-architects in the first and second rankings of preference in the postmodern style facades. The physical elements of balustrade railings, pediments, rectangular cubic volumes under windows, columns on the façade, and roof arches were selected by non-architects in the first and second rankings of preference in the neoclassical style facades. The findings of the present study refer to only a few reason for satisfaction or dissatisfaction towards apartment building façades and their related physical elements and cannot be the criterion of design alone. In the postmodern style facade, symbols and architectural concepts of the past are used in a new way, and so this style is more coordinated with Iran's past architecture. Therefore, the use of physical elements of the postmodern style is recommended in designing facades.