Evaluation of visual pollution in urban squares, using SWOT, AHP, and QSPM techniques (Case study: Tehran squares of Enghelab and Vanak)

Visual pollution, observed in urban areas, makes human beings suffer indirectly from mental distress and illnesses in long term. We are daily confronted with a variety of advertisement pictures in city squares and review them in our minds. But we may not be aware of the fact that such a visual scramble leads to mind distraction, decreasing mental concentration. The present study applies the techniques of SWOT and QSPM to identify and introduce the most influential factors, related to visual pollution, in internal and external environment of Tehran, comparing the rate of visual pollution in both Vanak and Enghelab squares. Accordingly, in SWOT matrix, strengths, weaknesses, threats, and opportunities in these squares have been investigated and, using Expert Choice, AHP method has been applied to weight them. SWOT as an analytic instrument can be used for evaluation purposes in QSPM system. Finally, using the Quantitative Strategic Planning Matrix (QSPM), the selected strategies have been prioritized. The results of the study indicate that Vanak Square has an invasive strategy and Enghelab Square, a conservative strategy. Aided by QSPM matrix, the study has offered eight prioritization strategies, introducing the best possible strategy for these squares. Regarding visual pollution, Vanak Square has a better position than Enghelab square.