Evaluating Visual Preferences of Architects and People Toward Housing Facades, Using Multidimensional Scaling Analysis (MDS)

One of the most important issues that have absorbed the public opinion and expert community during the recent years, is the qualitative and quantitative aspects of the housing. There are several challenges related to this topic that includes the contexts of the construction, manufacturing, planning to social aspects, cultural, physical and architectural design. The thing that has a significant importance in this topic, is the relationship between architects and the people. The role of their perception and mental images in making the decision is related to the architectural design of the housing. To Investigate the similarities and differences between what the viewpoints of architects and the people, is the main object of the research, that dedicatedly has been done on the facades by using multidimensional scaling analysis (MDS). The research implementation method is based on qualitative analysis of data from visual preferences from the viewpoint of architects and the people. The Statistical population includes 420 of people with a random sampling in the three areas in the central texture of Tehran and with 130 people of the architects that have been academic education and as well as work`s professional experience more than five years. The results indicated that subjective and visual perceptions of people and architects have considerable correspondence and distinctions with each other, which is recognizable.