Influence of Visual Elements in Building Facades in the Formation of Experiential Perception

  • Anita P. Yammiyavar
  • Madhumita Roy
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 135)


Building façade, as a communicating interface between inner and outer building spaces, is mostly a matter of evaluation by visitors. Perceptions are formed by the building’s facade, its entrance, atmospherics and ambiance. Some elements create positive perception in the user’s mind, while some others may leave a negative impact. Along with a set of shopping experience questions, participants were shown shopping mall facade images. They were asked to identify building features that contributed to forming of their perceptions of the shopping mall experience. The analysis indicates that specific architectural facade design features like entrance door, size of openings/display windows, approach path, parking bays, crowd density equally influence the formation of perception. The inferences aid heuristics of designing shopping mall facades.


Shopping mall Perception Façade design Experiential factors 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  1. 1.Royal School of ArchitectureRoyal Global UniversityGuwahatiIndia
  2. 2.Department of ArchitectureJadavpur UniversityKolkataIndia

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