Measurement of visual quality based on subjective perceptions of citizens (Case Study: Mashhad, West central area)

The purpose of this study is to examine the visual quality of Mashhad with subjective impression of the people. Focus was on the visual quality of the city which is the visual clarity or readability. City phenomenon is not something itself: but it must be seen through the residents’ look. Clear picture of the environment in which the person lives becomes a useful basis in his mental development. This clear and accurate scene can have its social role. Long interviews were done with a selected t group of residents to strengthen the impact of the city image in their minds. In this interview, residents were asked to describe the part of the city or describe the path where they want to go from one part of the city to another one. The interviewees lived or worked for a long time in that neighborhood. Since the selected area is in the west central area of Mashhad, so we cannot really say a "public image" of the city was obtained. But the issues are so diverse that we can obtain the implications of the "public image”. Finally, the impact of public image can be recognized on the objective quality through the understanding of public image of citizens. The purpose of this study is to make the directors and actors of urban places and spaces aware to pay attention more to the increase of visual quality and thus quality of life.