Explaining the Relationship Between Hospital Facade Composition Principles and Audience Trust: A Perceptual Psychology Approach

Abstract

This study aimed to explain the relationship between hospital facade composition principles and audience trust, emphasizing the role of perceptual psychology in shaping users’ initial impressions of healthcare environments. This applied, descriptive–analytical study was conducted using a two-stage exploratory design. In the first stage, the effective components of hospital facade composition were identified and screened through theoretical review, documentary analysis, and expert evaluation. In the second stage, field data were collected from 384 users of healthcare environments through an image-based questionnaire using a five-point Likert scale. The validity of the instrument was confirmed using the Content Validity Ratio and Content Validity Index, and its reliability was assessed using Cronbach’s alpha coefficient. Data were analyzed using descriptive statistics, mean ranks, the Friedman test, and Kendall’s W effect size. Inferential findings indicated a significant difference among the hospital facade composition components in terms of their effect on audience trust. The Friedman test ranked rhythm and repetition, balance, opening ratio, color, order, formal typology, and materials as the most influential components, respectively, in generating trust. The significance level was less than 0.001, indicating that the null hypothesis of equal component rankings was rejected. Kendall’s W was 0.466, representing a moderate-to-strong effect size and an acceptable level of agreement among respondents regarding the relative importance of the components. The findings indicate that the hospital facade is not merely a physical envelope or aesthetic element; rather, it functions as a perceptual and psychological medium that can shape trust, calmness, perceived safety, and confidence before users enter the building. A trust-generating hospital facade should be based on perceptible rhythm, visual balance, structural order, proportionate openings, calming colors, legible formal typology, and materials with appropriate perceptual quality. Therefore, hospital facade design should integrate visual organization with psychological and perceptual considerations to support a more reassuring first encounter with healthcare environments.