Intelligent Management and Artificial Intelligence: Trends, Challenges, and Opportunities, Vol.2

Purpose: This publication presents the results of a study on the impact of unconventional (surreal) architectural visualisation settings on the perception of single-family house design. Particular emphasis was placed on analysing the audience's emotional and cognitive reactions. Need for the study: Research to date does not provide in-depth analyses of the impact of non-standard landscapes, such as surreal mountains or seascapes, on the perception and evaluation of architectural designs. Furthermore, there is a lack of research in this area using psychophysiological methods (EEG, GSR, eye tracking), a significant research gap. Methodology: The study was conducted in a laboratory using advanced methods such as EEG, GSR, eye tracking and facial expression analysis. Participants viewed different variants of house visualisations (daytime and surreal versions). Based on physiological measurement data, metrics were determined to analyse and interpret emotional and cognitive responses. Findings: Analyses have shown that an appropriately chosen environment for architectural visualisations can significantly influence the perception of single-family house designs. It can intensify emotional and cognitive reactions in both positive and negative directions. These effects appeared to depend on the specific design and the type of setting (mountain, sea). Practical Implications: The study's results may be of great practical importance for architects and graphic designers involved in creating architectural visualisations and for people and companies involved in selling single-family house designs. Appropriately designed, unconventional scenery can increase an offer's attractiveness, evoke positive emotions, and improve a design's memorability.