Emotional Impact of Façade Colors and Materials: A Virtual Reality Study in Rural Switzerland

Emotions shape how people perceive and evaluate built environments. In rural Switzerland, exterior façade design is often regulated through restrictions on colors and materials to preserve visual harmony. This thesis tested whether such assumptions are empirically supported by ex amining the emotional effects of façade color, material and participants’ residential back ground. A Virtual Reality experiment in Unreal Engine exposed participant to 12 façade scenarios var ying in Color (Red, Blue, White). Material (Wood, Concrete) and Location (Street, Backyard). Residential background (City, Agglomeration, Countryside) served as a between–subjects fac tor. Emotional responses were measured using electrodermal activity (EDA) the Self–Assess ment Manikin (SAM) and a questionnaire. Results showed that Red and Blue increased physiological arousal compared to White but sub jective rating remained calming to neutral, without the predicted warm–cool distinction. Mate rial effects emerged mainly for Red. Residential Background influenced physiological arousal, with urban–raised participants responding more strongly, but not subjective preferences. The findings suggest that exterior façade aesthetics depend less on rigid color or material theo ries than on contextual familiarity and harmonious integration, supporting more flexible plan ning regulations. Future research could extend these results by including further hues and color dimensions, materials and more diverse demographic samples.