چكيده به لاتين
With a brief look at the existing facades in Tehran, chaos and diversity in the designs of the facades are quite evident. This is due to the existence of different facade styles and the personal preferences of designers. The effect of different facade styles on society's preferences is not clear. Not all facade designs can bring about the aesthetic needs and visual comfort of people. In the related research on façade preference, the presence of complexity in the facades has been mentioned as one of the factors of visual preference. The complexity of facades includes the number and variety of visual elements of the facade. In the research on facade preferences, the aesthetic difference between the two groups of architects and non-architects has been pointed out. Therefore, in the present research, the preferences of two groups of architects and non-architects have been investigated. By identifying the associated physical elements of facades with optimal complexity and the most preferences, it will be more feasible to design facades that are commonly preferred by two groups of architects and non-architects. Further on, these findings can facilitate the bringing about a more harmonious urban context. On the other hand, in the research literature, it has been mentioned that there is a relationship between the perceptual and emotional qualities of complexity, familiarity, novelty and stimulation with the beauty assessment of the facades. Therefore, the relationship between the variables mentioned has been investigated in the current research. To identify the physical elements that are associated with the most preferences, it was necessary to determine the titles of the three conventional facade styles in Tehran. Therefore, titles were adopted with two methods of referring to related texts (scientific articles and books on determining styles) and the Delphi method (using the opinions and suggestions of the professional society). Finally, the three titles of postmodern, late modern and neoclassic styles were determined for the three facade styles of the conventional residential buildings of Tehran. In the continuation of the research, it was necessary to identify the physical elements of the three facade styles in Tehran. Therefore, 2303 facades in the three late modern, postmodern, and neoclassic styles were analyzed, and the physical elements specific to each style were identified. At this stage, 44 physical elements belonging to the neoclassical style, 39 physical elements belonging to the late modern style and 40 physical elements belonging to the postmodern style were identified. This stage of the research falls in the category of case studies. Cases of postmodern, neoclassic and late modern styles were analyzed from the perspective of physical elements. Following, according to the purpose of the current research, the effect of the physical elements of the three identified facade styles on the preferences of the two groups of architects and non-architects was investigated. Therefore, qualitative and quantitative integrated content analysis research method was used to advance the research. The findings of this stage of the research show that some physical elements are commonly preferred and some physical elements are specifically preferred by the two groups of architects and non-architects. Therefore, architects and non-architects are in agreement and disagreement about façade preference. In the continuation of the research, the effect of the perceptual and emotional qualities of complexity, stimulation, novelty and familiarity on the evaluation of the aesthetics of two groups of architects and non-architects was investigated using Smart-PLS software. This stage of the research is in the category of correlational research method. The findings of this stage of the research show that novelty and stimulation constructs mediate the relationship between the complexity and beauty constructs. In six structural models, the construct of novelty (with a total effect of 0.669, 0.755, 0.829, 0.792, 0.570, and 0.723) has the greatest effect on the construct of beauty. Following are the constructs of stimulation, complexity and familiarity respectively. Considering the effective role of the physical elements of the facades on the novelty of the facades, therefore, the role of visual richness in the assessment of the beauty of the facades becomes more apparent. Contrary to the findings of previous studies, in the present research, the highest aesthetic evaluations are associated with the highest complexity evaluations. The findings of the present research show that familiarity with postmodern and late modern style facades is related to the highest evaluation of the beauty of the facades by two groups of architects and non-architects.
