The role of computer visualization in the communication of urban design—A comparison of viewer responses to visualizations versus on-site visits

Perception, attention, retention, comprehension and deduction are critical parameters in probing the adequacy of computer visualizations as means of communicating urban design proposals. This study investigates these parameters in the context of the remodelling of a large urban square in Vienna, Austria. Half of a total of 76 participants experienced the site after remodelling; the other half experienced a series of visualizations of the project proposal. Their responses were gathered by means of a qualitative questionnaire and content analyzed for similarities and differences in their cognitive, affective and evaluative aspects. Significant differences in responses were related to the limitations of the visualization medium in communicating aspects such as texture, movement, interaction and specific sensory qualities related to the design. On the other hand, visualizations were superior in communicating some aspects of the design in virtue of their ability to direct attention to centred or foreground pictorial elements. Visualizations can be successfully employed in design communication, yet more emphasis has to be placed on matching visualizations with the communication needs of the targeted viewers.