تبیین ترجمه ترجیحات ادراکی کاربران و مخاطبان در نمای مراکز تجاری تهران

مقالات آماده انتشار

نوع مقاله : مقاله پژوهشی

نویسندگان
نسیبه شهابی مسکون
منصور نیکپور
محسن قاسمی
گروه معماری، واحد بم، دانشگاه آزاد اسلامی، بم، ایران.
10.22034/he.2026.582358.1212
چکیده
مسئله اصلی این پژوهش، فقدان سازوکار نظام‌مند برای تبدیل ترجیحات ادراکی کاربران و مخاطبان به معیارهای کالبدی و تصمیم‌ساز در فرآیند طراحی نمای مراکز تجاری تهران است؛ وضعیتی گسسته که سبب شده است پوسته‌های شهری یا به نمایشگری مفرط، شفافیت خام و پرهزینه فروکاسته شوند، یا با وجود توجیه فنی و کارایی اقلیمی، فاقد خوانایی و پیوند فضایی با ناظران باشند. هدف محوری مقاله، تبیین این گزاره است که کدام ویژگی‌های کالبدی پوسته در انتخاب ادراکی ناظران مؤثرترند و چگونه می‌توان این ترجیحات را به پارامترهای عملیاتی طراحی معماری ترجمه کرد. روش پژوهش، کمی‌ـ‌تحلیلی و مبتنی بر لایه دوم مطالعاتی رساله است؛ بدین منظور، ۱۸ آلترناتیو پارامتریک نما بر پایه ۹ ویژگی طراحی تدوین شد و داده‌های تجربی از طریق ۳۰۹ پاسخ‌دهنده، ۳۰۹۰ تکلیف انتخاب زوجی و ۱۸۵۴ مشاهده ادراکی گردآوری گردید. برای تحلیل داده‌ها، مدل لاجیت جهت استخراج وزن ضمنی متغیرهای کالبدی و ماتریس گسترش عملکرد کیفیت (QFD) برای ترجمه نیازهای ادراکی به پارامترهای ملموس طراحی به کار گرفته شد. نتایج مدل انتخابی اثبات کرد که خوانایی ورودی، حیاتی‌ترین محرک در انتخاب ادراکی است و در مراتب بعدی، عمق سایه‌بان و سبزینگی پوسته قرار دارند؛ همچنین، یافته‌های خروجی ماتریس QFD آشکار ساخت که تحقق ترجیحات ادراکی مخاطبان، عمدتاً از طریق سازمان‌دهی سایه، مدیریت شفافیت، عقب‌نشینی‌های ساختاری و تعریف روشن زون آستانه امکان‌پذیر است.
کلیدواژه‌ها
خوانایی آستانه
نمای تجاری
ترجیحات ادراکی
مدل لاجیت
ماتریس QFD
موضوعات

عنوان مقاله English

Translating Users’ and Observers’ Perceptual Preferences in the Façades of Tehran Commercial Centers

نویسندگان English

Nasibeh Shahabi Maskoun
Mansour Nikpour
Mohsen Ghasemi
Department of Architrcture, Bam.C., Islamic Azad University, Bam, Iran.
چکیده English

Commercial façades in Tehran can no longer be understood merely as exterior envelopes, decorative surfaces, or visual instruments for market differentiation. In contemporary urban conditions, they operate as critical thresholds where architectural expression, environmental performance, commercial visibility, and public perception intersect. The central problem addressed in this study is the lack of a systematic mechanism to translate users’ and observers’ perceptual preferences into measurable, operational design criteria for commercial façades. Focusing on the second substudy of a doctoral research project, this article examines how perceptual judgments can be translated into architectural parameters that inform façade design decisions. The study adopts a quantitative-analytical approach based on 18 parametrically defined façade alternatives and nine design attributes, including entrance legibility, canopy depth, façade greenery, setback, glazing surface, materiality, opening rhythm, window-to-wall ratio, and ground-floor transparency. Data were collected from 309 respondents through 3,090 paired-choice tasks and 1,854 perceptual observations. A discrete choice model was used to estimate the implicit weight of façade attributes in users’ and observers’ decisions. At the same time, Quality Function Deployment (QFD) was employed to translate perceptual needs into design parameters. The results show that entrance legibility is the strongest predictor of façade choice, followed by canopy depth and façade greenery. In contrast, window-to-wall ratio and ground-floor transparency, when considered independently, did not exert a significant effect on selection. The QFD analysis further indicates that perceptual preferences are operationalized mainly through canopy depth, controlled transparency, setback, and the spatial articulation of the entrance threshold. The findings challenge the conventional assumption that greater transparency necessarily enhances commercial attractiveness. Instead, they suggest that a successful commercial façade in Tehran depends on a legible threshold, climatic moderation, perceptual clarity, and the careful translation of human experience into architectural design criteria.

کلیدواژه‌ها English

Entrance legibility
Commercial façade
Perceptual preferences
Discrete choice model
Quality Function Deployment
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مقالات آماده انتشار، پذیرفته شده
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