Explaining Experts’ Values of Iran’s Architectural Design Society

Document Type : Research Article


1 Ph.D. Candidate in Architecture, Department of Architecture, College of Art and Architecture, Hamedan Branch, Islamic Azad University, Hamedan, Iran.

2 Assistant Professor, Department of Architecture, College of Art and Architecture, Bu-Ali Sina University, Hamedan, Iran.

3 Assistant Professor, Department of Architecture, College of Art and Architecture, Hamedan Branch, Islamic Azad University, Hamedan, Iran.


Problem statement: One of the main issues in social psychology is the study of values. “Value as a guide of behavior” is a fundamental principle in social psychology. The history of this principle is almost one century. The study of values has also been incorporated into other disciplines, one of which is architecture. Since the 1970s, in the architectural realm, “design as a reflective practice” has represented this view, nonetheless, the discussion of values is yet to be studied in Iran’s architecture. This research sought to answer the following question: “What are the main values of the experts of Iranian Architectural Design Society and What are the origins of these design values and what is the dominant value paradigm of this society”.
Research objective: This study aimed to identify the prevailing pattern of values and intellectual and practical frameworks of the designers of the Iranian Architectural Design Society. This article seeks to clarify and examine the values, origins of values and ideas and practices consistent with the values of expert designers in society.
Research method: The current research was a qualitative field study, in which the data was collected through in-depth semi-structured interviewing and analyzed using the grounded theory. “MAXQDA 2018” was used to analyze the data.
Conclusion: Results indicated “Novelty” is the core value of expert designers, after which “environmental, historical, traditional and social values” is of high significance to these designers. “Contextual Futurism” is the term used to introduce the final set of values in its paradigm form. Designer values are shaped by the personal endeavor, academia and work in the profession. The acceptance of the elite is more important than the satisfaction of the users and the general public.


Ahmadi, F. (2018). Interview with K. Seyfi. Tehran.
Alexander, C. (1971). The state of the art in design methods. In N. Cross (Ed.), Developments in Design Methodologhy. Chichester: Wiley.
Alexander, C. & Protzen, P. J. (1980). Value in design: a dialogue. Design Studies, 1(6), 291-298.
Aminzadeh, B. (2015). Arzesh-ha dar Tarrahi-ye Manzar-e Shahri: Paydari, Zibayi va Hoviyat [Values in Urban Landscape Design:Sustainability, Beauty and Identity]. Tehran: University of Tehran Press.
Balazadeh, H. (2019). Interview with K. Seyfi. Tehran.
Corbin, J. & Strauss, A. (1990). Grounded theory research: procedures, canons and evaluative criteria. Qualitative Sociology, 13(1), 3-21.
Creswell, J. W. (2012). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). Thousand Oaks, CA: Sage.
Cross, N. (2006). Designerly Ways of Knowing. London: Springer.
Dabbagh, K. (2017). Interview with K. Seyfi. Tehran.
Danaeifar, H. & Emami, S. M. (2008). Qualitative research strategies: a reflection on grounded theory. Sterategic Management Thought, 1(2), 69-97.
Daneshmir, R. (2017). Interview with K. Seyfi. Tehran.
Dorst, K. (1997). Describing design: a comparison of paradigms (Unpublished doctoral dissertation). Delft University of Technology, Delft, Netherlands.
Firouz, F. (2018). Interview with K. Seyfi. Tehran.
Ghanei, M. R. (2019). Interview with K. Seyfi. Isfahan.
Ghoddousi, M. R. (2019). Interview with K. Seyfi. Tehran.
Harrell, M. C. & Bradley, M. A. (2009). Data collection methods, semi-structured interviews and focus groups (RAND Corporation technical report series). Santa Monica.
Heyrati, K. (2019). Interview with K. Seyfi. Tehran.
Holm, I. (2006). Ideas and beleifs in architecture and indestrial design: how attitudes, orientations, and underlying assumptions shape the built environment (Unpublished doctoral dissertation). Oslo School of Architecture and Design, Oslo, Norway.
Hosseini, E. (2019). Interview with K. Seyfi. Isfahan.
Ilkhani, R. (2017). Interview with K. Seyfi. Tehran.
Jones, J. C. (1977). How my thoughts about about desin methodes have changed over the years. In N. Cross (Ed.), Developments in Design Methodology. Chichester: Wiley.
Kalantari Taleghani I. (2019). Interview with K. Seyfi. Tehran.
Khan, Sh. N. (2014), Qualitative research method: grounded theory. International Journal of Business and Management, 9(11), 224-233.
Khazaeli Parsa, (2019), Interview with K. Seyfi. Kermanshah.
Lawson, B. (2004). What Designers Know. London: Architectural Press.
Lawson, Bryan (2013). How Designers Think : the Design Process Demystified (H. Nadimi, Trans.). Tehran: Shahid Beheshti University Press.
Lera, S. G. (1980). Designer’s values and the evaluation of designs (Unpublished doctoral dissertation). Department of Design Research. Royal College of Art, London.
Majidi, M. (2018). Interview with K. Seyfi. Tehran.
Meinert, R. G. (1980). Values in social work called dysfunctional myth. Journal of Social Welfare, 6(3), 5-16.
Nabian, N. (2017). Interview with K. Seyfi. Tehran.
Nikbakht, M. R. (2017). Interview with K. Seyfi. Tehran.
Noghrehkar, A. (2018). Interview with K. Seyfi. Tehran.
Rafat, S. (2019). Interview with K. Seyfi. Tehran.
Rafiei, K. (2019). Interview with K. Seyfi. Tehran.
Robbins, S. (2004). Organizational Behavior, Concepts, Controversies, Applications (A. Parsaiyan & S. M. Arabi, Trans.). Tehran: Daftar-e Pazhouhash-ha-ye Farhangi.
Rokeach, M. (1971). Long-Range experimental modification of values, attitude and behavior. American Psychologist, 26(5), 453-459.
Rokeach, M. (1973). The Nature of Human Values. New York: Free Press.
Schafer, R. B. & Tait, J. L. (1986). A guide for understanding attitudes and attitude change. Retrieved 4 July 2016, from http://www.soc.iastate.edu/extension/presentations/publications/comm/NCR138.pdf.
Schwartz, S. H. (1996). Value priorities and behavior: Applying a theory of integrated value systems. In C. Seligman, J. M. Olson & M. P. Zanna (Eds.), The Psychology of Values: The Ontario Symposium (pp. 1-24). Hillsdale, NJ: Erlbaum.
Schwartz, S. H. (2006). Basic human values: Theory, measurement, and applications. Retrieved from http://segrdid2.fmag.unict.it/Allegati/convegno%207-8-10-05/Schwartzpaper.pdf
Schwartz, S. H. (2012). An overview of the schwartz theory of basic values. Online Readings in Psychology and Culture, 2(1), Retrieved from http://dx.doi.org/10.9707/23070919.1116
Shokoufi, B. (2018). Interview with K. Seyfi. Tehran.
Shokouhian, B. (2019). Interview with K. Seyfi. Tehran.
Sidman, I. (2016). Interviewing as Qualitative Research: a Guide for Researchers in Education and the Social Sciences (S. A. Koushazadeh, A. Jaberi & S. Hosseini Arani, Trans.). Tehran: Mahkameh Publishing.
Strauss, A. & Corbin, J. (2016). Basics of Qualitative Research: Grounded Theory Procedures and Techniques (A. Afshar, Trans.). Tehran: Nashr-e Ney.
Thompson, I. H. (2000). Ecology, Community and Delight: Sources of Values in Landscape Architecture. London; New York: E & FN Spon.