Research on the Relationship Between Urban Visual Quality and Students’ Emotional Experience Driven by Multimodal Data: A Case Study of Beijing Olympic Park Museum Group

The technological leap in the digital age has triggered a higher demand for emotional experiences. Since vision has long been recognized as the most important source of information for people to perceive the city, the visual characteristics of the urban built environment have an important impact on the emotional experience it creates. This study takes the facades and external environments of the representative urban public building category, museums, as the research objects, to explore how different types of built environment elements that make up the museum’s facade and surrounding environment affect the people’s emotional experience by affecting the urban visual quality. Tobii Pro Fusion devices and emotion scales are used for the collection of multimodal data. A total of 298 participants aged between 20 and 25 were recruited to participate in the experiment voluntarily and 229 valid data were finally obtained. The results show that different types of museum facades and external environmental elements have different effects on visual quality and people’s emotional experience: (1) Interactive elements show the most significant impact on visual quality and emotional experience. (2) The impact of artificial elements on visual quality is related to their size and spatial composition on the museum facade. When artificial elements have uniqueness, regionality, and symbolism associated with the museum, they are more likely to trigger people’s emotional experiences. (3) Visual quality is significantly correlated with people’s emotional experience through both preconscious and conscious emotional cognition. The results reveal the impact of different types and characteristics of built environment elements on the visual quality of the urban environment and proves the important role of visual quality in students’ emotional experience, further illustrating that designing and creating a good visual environment is conducive to promoting a humanistic urban environment. Meanwhile, this study also promotes a method of urban visual quality research and evaluation from an emotional perspective, providing a more scientific and objective way for the intervention of “emotions” in built environment research.