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Visual Perception of the Street Façade of a Historic Town: Case Study of the
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Smart Innovation, Systems and Technologies 135

Amaresh Chakrabarti   Editor

Research into
Design for a
Connected World
Proceedings of ICoRD 2019 Volume 2
xxxii Contents

30.2.2 Syntactics and Its Applications in Type

Compositions . . . . . . . . . . . . . . . . . . . . . . . . . . . . 362
30.3 Trifold Visual Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . 363
30.3.1 Language—The First Fold . . . . . . . . . . . . . . . . . . 363
30.3.2 Tools and Techniques of Production . . . . . . . . . . . 364
30.3.3 Semantics (Expressions) and Meaning-Based
Applications . . . . . . . . . . . . . . . . . . . . . . . ..... 365
30.4 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..... 366
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..... 366
31 Influence of Lexical Semantics on Product Form ............. 369
Manasi Kanetkar
31.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 369
31.2 Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 371
31.2.1 Experiment 1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . 371
31.2.2 Experiment 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . 371
31.3 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 373
31.3.1 Experiment 1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . 373
31.3.2 Experiment 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . 374
31.4 Discussion and Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . 375
31.5 Future Scope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 375
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 376
32 Visual Perception of the Street Façade of a Historic Town:
Case Study of the Walled City of Jaipur, India . . . . . . . . . . . ... 377
Somya Mishra and Saptarshi Kolay
32.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 377
32.2 Literature Review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 378
32.2.1 Introduction to Semiotics . . . . . . . . . . . . . . . . . . . 378
32.2.2 Semiotic Tools of Assessment for Architecture . . . . 379
32.2.3 Ornamentation and Decoration . . . . . . . . . . . . . . . 379
32.3 Research Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . 379
32.4 Site Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 379
32.4.1 Study Area Introduction . . . . . . . . . . . . . . . . . . . . 379
32.5 Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 380
32.5.1 Tool 1—Structural Relation . . . . . . . . . . . . . . . . . 380
32.5.2 Tool 2—Operations of Transformation . . . . . . . . . 382
32.5.3 Tool 3—the Semiotic Square . . . . . . . . . . . . . . . . 383
32.6 Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 385
32.6.1 Visual Priority List . . . . . . . . . . . . . . . . . . . . . . . 385
32.6.2 Visual Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . 385
32.7 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 387
32.7.1 A Common Visual Identity . . . . . . . . . . . . . . . . . . 387
32.7.2 Validated Priority List of Elements . . . . . . . . . . . . 388
Chapter 32
Visual Perception of the Street Façade
of a Historic Town: Case Study
of the Walled City of Jaipur, India

Somya Mishra and Saptarshi Kolay

Abstract This paper aims to investigate the visual identity of street façades of
historic Indian cities, according to the perception of users of the place. The major
objectives of the study are to conduct user-centric evaluation of architecture of the
street façade of the heritage precinct, to prioritize the architectural elements of the
street façade and validate it through semiotic analysis and to establish a visual
identity of the historic Indian city for the users according to their visual perception.
To achieve these objectives, the study uses semiotic tools to analyze the architec-
tural elements of the buildings in the study area. The characteristics of the archi-
tecture of the heritage area in most used market space of Jaipur are studied. The
architectural characteristics of the elements, like columns, cornices, arched win-
dows, eaves, ornamental parapets, and motifs, give identity to the image of Jaipur.
These findings may support the policy framework that enhances the visual image of
the city.

32.1 Introduction

An environment that focuses on human experience and is designed according to

user preferences has the ability to enhance urban quality. Recognizing these
requirement and finding ways to address those falls in hands of the designers, where
a gap is experienced [4, 14]. According to Kevin Lynch, a city is called legible if it
has its identity in mind’s eye, is easily recognizable, and has its own unique
structure of identification [10]. Although this identity can be very different for
different people according to their perceptions of the place, if designed properly, a
common visual image can be established for everyone [2, 8, 14].

S. Mishra (&)
S. Kolay

Indian Institute of Technology, Roorkee, Uttarakhand, India
e-mail: msomyam@gmail.com
S. Kolay
e-mail: kolayfap@iitr.ac.in

© Springer Nature Singapore Pte Ltd. 2019 377

A. Chakrabarti (ed.), Research into Design for a Connected World,
Smart Innovation, Systems and Technologies 135,
https://doi.org/10.1007/978-981-13-5977-4_32
378 S. Mishra and S. Kolay

Jaipur is one such city, where architecture forms its identity and that identity has
been intact from the eighteenth century. In modern times, the unplanned devel-
opment in historic cities has destroyed the viewscape of the otherwise beautifully
designed aesthetics. As Lynch has pointed out, life is not impossible in such places,
but the quality of life can be better if the urban quality is maintained [1, 2, 10].
Moreover, viewscape of a heritage precinct has an important role to play in order to
have an understanding of this historic environment in towns and cities [1, 3–6, 9].
There are several studies on perceived quality of urban environment that try to
establish a harmonious relationship between architecture of this viewscape that
include streetscape and landmarks, and people around it [1, 2, 4, 5, 8, 11, 12, 14].
In the Indian context, studies and research focusing on the visibility of historic
streetscapes and the preservation of their view are not given importance. But there
is a need for such research to protect the views and to sustain the cultural as well as
the architectural identity of a city. These landmarks are constantly threatened by
surrounding urban development which obscures the traditionally enjoyed views.
This study attempts to fill that gap by studying the architectural elements that
become its identity in the present scenario.

32.2 Literature Review

The literature was studied to develop an understanding of the application of

semiotics in architecture through which data collection and analysis framework
were prepared.

32.2.1 Introduction to Semiotics

Umberto Eco believed that semiology is not only a theoretical study, but also includes
methodological ways of semiotics. Thus, he came up with a broad definition for
semiotics. ‘Semiotics is concerned with everything that can be taken as a sign’ [3].
In contrast to Saussure’s model of the sign in the form of a ‘self-contained diad’,
Peirce offered the triadic model:
• The representamen: the form which the sign takes (not necessarily material);
• An interpretant: not an interpreter but rather the sense made of the sign;
• An object: to which the sign refers.
Architectural qualities can be broken down into four parts—spatial organization,
physical structure, social parameters, and cultural parameters. The first two
parameters can be combined to call it the mechanics of architecture, mainly dealing
with the functioning of the built environment. The last two parameters can col-
lectively be called sociocultural background of the built environment [4–6, 8].
32 Visual Perception of the Street Facade of a Historic Town … 379

32.2.2 Semiotic Tools of Assessment for Architecture

According to Louis Herbert, in his book ‘Tools for Text and Image Analysis: An
Introduction to Applied Semiotics’, has given 10 tools for semiotic analysis of texts
and images [9]. The study considers façade as one composition and thus transforms
it into an image. This way, the architecture of street façade, qualifies for the
semiotic analysis.

32.2.3 Ornamentation and Decoration

The ornamentation can be seen at edges of districts, at entrances of streets, at

corners, at crossings, traffic pause points, major viewscape, etc. The amount of
ornamentation is also determined by the maintenance needed for the ornaments and
where they are placed [11, 12]. Ornament and decoration have three interrelated
functions [11, 12]. They are to give a locality a theme by having same elevation
treatment, to enhance the physical and social qualities of an area, and lastly to
develop the image of the city.

32.3 Research Methodology

The study started with the review of established knowledge regarding this field in
the literature. This led to the research gap identification and approach to fill this
gap. The approach chosen has to be justified by doing case study of already tried
and tested methods. In this case, studies were selected by its use in the study, i.e. for
methods of data collection and for using the data to arrive at desired result [15]. The
data collection processes emerged after this step and the data was synthesized using
semiotic tools. The principal results from here were used for the visual preference
list generation leading to the visual identity designs of the city.

32.4 Site Study

32.4.1 Study Area Introduction

The primary architectural style followed in whole city was Maru–Gurjara style,
which directly translates to the architecture of desert. Maru stands for desert and
Gurjara to the community that originally inhabited the place, as explained by one of
the respondents in survey. Surveys also revealed about lesser known fact that the
city was developed in phases and each phase made certain changes in the existing
380 S. Mishra and S. Kolay

Fig. 32.1 Elements chosen by people in survey. Source Author

structures [7]. The present form that we see now is a result of many years of
evolution and exposure to various ideologies. Johari Bazar was chosen as the study
area due to variety of activities and the presence of landmarks [13]. This variety of
built use and various backgrounds of users bring in different perceptions to study.
The stretch that was studied started from Sanganeri Gate and ended at Badi
Chaupar. The main landmarks of this road are the Jama/Jama Masjid, the Sanganeri
Gate, and Badi Chaupad/Chaupar.
The data collection strategy involved the use of sample of 30 individuals, all
either visitors, shoppers, shopkeepers or residents of the Johari Bazar area. A set of
32 questions were asked for the study where people had to identify the charac-
teristics and architectural elements of the city, rank the elements from mood board
on the Likert scale and finally tell about the context and history of the place [14]
(Fig. 32.1).

32.5 Analysis

The semiotic tools used for analysis have been discussed earlier in the literature
review. The three methods derive information from each other at different stages [9].

32.5.1 Tool 1—Structural Relation

The first step for this analysis is a selection of the facade that has to be studied.
32 Visual Perception of the Street Facade of a Historic Town … 381

Step 1—Elements’ Selection. The elements that are under observation have
been taken from survey results. The elements that are most recognized by people
will be studied on the street facades.
Step 2—Typology of Relation. The typology of relation between these ele-
ments can be studied under the main head, semiotics and architecture. From the
literature, these subheads which have been used are physical structure, social
parameters, and cultural parameters (Fig. 32.2).
Step 3—Expression of Relation. After identifying the possible relations
between the elements from the street façade, the relations are applied to elevations
of street. The four relations that have been observed here are:
• Colour—The colour palette chosen by people has ‘Jaipur pink’ which is com-
mon to the whole walled city.
• The next relation seen in the street elevations is repetition of a shape, called as
‘Jaipur’s symbolic shape’ by respondents. The shape can be seen everywhere, as
borders on cornices, top edge of the gateways and even on the bounding wall of
the walled city (Fig. 32.3).
• The wall paintings: These paintings are done on surkhi plaster finish walls with
white lime paste. The designs are mostly geometric, replicating door and win-
dow frame designs with flower vases painted inside at some places. These

Fig. 32.2 Colour palette chosen for Jaipur. Source Author

382 S. Mishra and S. Kolay

Fig. 32.3 a Signage with ‘shape of Jaipur’ and b ‘shape of Jaipur’ helped in recognition of door.
Source Author

Fig. 32.4 Wall painting from walled city. Source Author

patterns have come from the block prints’ design of Sanganer area, and the art is
known as Sanganeri block print (Fig. 32.4).
Step 4—Establishing the Relation. Thus from the previous step, it can be
inferred that buildings on the street façade have a very strong relationship with each
other, which is not just about the use of architectural elements. The established
relations are
• colour,
• shapes, and
• painting patterns (Table 32.1).

32.5.2 Tool 2—Operations of Transformation

Step 1—Element Selection. A façade for the study was selected.

Step 2—Characterization. The first character of façade is that it has traditional
element in the background.
32 Visual Perception of the Street Facade of a Historic Town … 383

Table 32.1 Steps 2 and 3 of Step 2—Disintegration Step 3—Classification

operation of transformation of
semiotic analysis The background

The middle ground

The foreground

The second character is seen in particular window design and jharokha design.
The arches are also a common character. Characterization can also be done based
on elements that appear in foreground. These can be signage, hoardings, frontage,
cornice, eaves, etc.

32.5.3 Tool 3—the Semiotic Square

The third tool has six steps, starting from element selection, breaking it into
meta-elements, establishing the relations between these meta-elements, making
design iterations by photomontage techniques under step of operations, again
making observations, and finally the classification. The observation stage in this
step has also been used for validation by using eye tracker. The relations and
characterizations are taken from previous steps and used here for further analysis.
The details for each step have been explained below.
Step 1—Element selection. The same street façade is selected for analysis.
Step 2—Meta-elements identification. The meta-elements are the elements we
got from the disintegration of façade in steps 2 and 3 of the previous tool.
Step 3—Expression of relations. The relations expressed here are taken from
step 3 of tool 1. The all possible relations amongst elements on façade are colours,
shapes, and wall paintings.
384 S. Mishra and S. Kolay

The relations expressed here are taken from step 3 of tool 1. The all possible
relations amongst elements on façade are colours, shapes, and wall paintings which
have been considered here (Figs. 32.5 and 32.6).
Step 4—Operation. The iterations are done by photomontage to change colours
and elements on façade. Some iterations are changing doors, windows, cornice
designs, colours, wall paintings, etc.
Step 5—Observation. This step has also been used for validation of results from
the previous steps where people were asked to identify which images from the
previous step are of Jaipur. Their eye movements were tracked to see that the
elements that they say that they identified are same or not. The heat maps were
generated to get results.
The eye tracking results show that the points that capture people’s attention, and
in this case, even help in recognition depend upon the scale of the view. For
example, in Fig. 32.7, it is seen that elements like chhatri, jharokha, and window
captured their attention.
Step 6—Classification. For classification, the relations established from previ-
ous tools were used and tested and then validated. On testing the street façade,
architectural elements can be considered very important as inferred from the eye

Fig. 32.5 Façade after changing colours. Source Author

Fig. 32.6 Iterations in signage design. Source Author

Fig. 32.7 Heat map of identification by signage. Source Author

32 Visual Perception of the Street Facade of a Historic Town … 385

tracking results. But when the results for other images are considered, it is clear that
colour, design elements, wall paintings, etc., are more important. Thus, the elements
can be classified as ornamentation, colour, traditional elements, and signage design.

32.6 Findings

32.6.1 Visual Priority List

The visual priority list of elements that according to people, creates architectural
identity of the place, has been prepared. The elements were identified through user
preference survey and priority was decided after semiotic analysis. The list starts
with colours, eaves, motifs, signage design, gateways, surface materials, arches,
jharokha, roofscape, and ends in chhatri and jaali design.

32.6.2 Visual Palette

The elements that were identified by people were broken down further to get the
key meta-elements that gave them the identity. The meta-elements chosen have
been disintegrated and layer of colour and texture has been added to it. First is the
design on cornice and eaves (Figs. 32.8, 32.9, 32.10, 32.11, and 32.12):
The last element that according to this analysis, creates identity of Jaipur, is the
gateways (Fig. 32.13).

Fig. 32.8 Cornice design of Jaipur. Source Author

386 S. Mishra and S. Kolay

Fig. 32.9 Signage design of Jaipur. Source Author

Fig. 32.10 Roofscape design of Jaipur. Source Author

Fig. 32.11 Pointed arch used in gateways of the Walled City of Jaipur. Source Author
32 Visual Perception of the Street Facade of a Historic Town … 387

Fig. 32.12 Moorish arch used in Jaipur. Source Author

Fig. 32.13 Massing of gateways in Jaipur. Source Author

32.7 Conclusion

The aim of this study was to investigate the visual identity of Indian cities with
historic relevance in terms of architecture. The outcomes were a visual palette and
priority list of elements of architecture that, according to users of the place, define
the identity of heritage area of Jaipur. The user preference survey also reveals the
importance of architecture for people and how they relate to it.

32.7.1 A Common Visual Identity

The user preference survey shows that Jaipur has a strong visual identity in minds
of local residents. This shared identity is reflected in the survey results where people
chose a particular type of arches, roofscape, traditional elements, etc. The survey
also revealed that the history of the place has a major role in the creation of this
identity and people of the place have knowledge about this historical background.
388 S. Mishra and S. Kolay

They relate these stories with architecture and create their own perception about
architectural identity of the place.

32.7.2 Validated Priority List of Elements

The list of elements, arranged according to priority in identification, after analysis

using semiotic tools shows the importance of articulation and ornamentation of
street facades. It is through the elements like wall paintings, cornice design, door–
window frames, etc., that people recognize Jaipur. Thus, it can be said that orna-
mentation plays a vital role in street façade design.

32.7.3 Visual Palette

The visual palette created as the last step of this study shows the elements that form
identifying features of architecture of the area. The elements have been broken
down to meta-elements and their importance is established through validation. The
elements like cornice details, wall paintings, and massing. grabbed viewer’s
attention first and helped in recognition of the place. Thus, they have been used in
the final palette that can be used by urban designers and planners while proposing
street facades of new developments in the city.

32.7.4 Way Forward

The study gives a palette of elements for designers to use while planning street
facades in new developments. The same methodology can be used to investigate
user preferences in these heritage areas and show their significance. The method-
ology can be used by other researchers to create similar element palettes for other
heritage areas in India.
The analysis tools used here can also be applied to individual building facades
and identity of certain buildings, that have an iconic image attached to them, can
also be examined. Moreover, the study can be expanded to the analysis of spatial
planning in heritage areas of Indian cities using the same methodology.
The list of elements that came as a result of the survey can be used by designers
and planners to come up with urbanscape that is more sensitive to the context.
These elements are key identity makers of the architecture of the area and the
people of these heritage precincts relate with them the most, visually.
 32 Visual Perception of the Street Facade of a Historic Town … 389

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