MANZAR, the Scientific Journal of landscape
Scientific Quarterly Journal

Formation of Taste in Society for Choosing Architectural Façade and its Relation with Consumer Market

https://doi.org/10.22034/manzar.2024.464403.2299
Volume 16, Issue 69
Winter 2025
Pages 50-61
MANZAR, the Scientific Journal of landscape

Document Type : Original Research Article

Authors

Batoul Azimi 1
Parisa Hashempour 2
Hamed Beyti 3

1 Ph.D. Student in Architecture, Faculty of Architecture and Urban Planning, Tabriz Islamic Art University, Iran.

2 Professor, Faculty of Architecture and Urban Planning, Tabriz Islamic Art University, Iran.

3 Associate Professor, Faculty of Architecture and Urban Planning, Tabriz Islamic Art University, Iran.

Abstract
The man-made environment can shape space users’ behavior which consequently forms peoples’ subjective constructs and influences their types of choices. Amongst architectural elements, the building façade appears in the form of a display that forms the individual’s initial understanding of the building. This element can influence the individual’s taste formation and plays a critical role in his goods preferences. This study aimed to investigate the factors influencing the formation of “taste” as regards choosing the building façade. These factors fall under individual, external, and consumer market-driving factors, which help to shape fleeting “fashions” by directing public taste. The study was a combination of fundamental and applied research and used a descriptive-analytical method (qualitative research) by collecting library data.
Based on the obtained results, according to Bourdieu’s theory, character indicators, field, social classes and cultural, social, and economic capital of a person can affect a person’s taste in the field of internal factors. The cultural-artistic factor of the facade can also be effective as an external factor in the formation of the taste of the chooser of the architectural facade in six semantic indicators; “Being a symbol and a sign, historical authenticity, functionality and beauty, impressiveness, innovation, and façade showiness as a medium”. The third effective factor includes the measures taken by the market operators to guide the taste of each class and design a specific taste and produce and sell their products based on it.

Keywords

Architectural Façade
Consumption
Cultural Capital
Society
Taste
Subjects
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