Visual Features

Market saturation, increased competition, change in tastes and needs of customers have made Iranian companies, especially canned industries, face various challenges in relation to consumers. Under such conditions, cannery companies with the ability for proper use of available facilities and equipment such as design and development of new products, supplying high-quality and economic products and appropriate packaging can overcome these challenges and guarantee their survival. Now, it’s time for experts and marketers to pay special attention to importance of packaging and its effect of purchasing decision of consumers and as a result, increased profitability of companies and re-evaluation of their attitude. Although companies have found that they should pay attention to physical aspect and attractiveness of packaging of products for this purpose, it could be observed that majority of them have not used scientific methods in this way. Applied method in this study is applied-developmental method in terms of purpose and the study is a mixed exploratory research in terms of nature. The results obtained from the study show that two identified indices including functional (informational) and visual (aesthetics) features could be effective factors on purchasing decision of consumers. Finally, the study has suggested considering the two indices to improve effectiveness in decision making among job subcultures.

In addition to its functional aspects, architecture holds a deeper significance that communicates with the observer or user of the architectural work. Perception plays a crucial role in various fields, as an individual's perceptions, emotions, and mental states, alongside visual characteristics, can lead to diverse or multiple interpretations, allowing the landscape to be understood in myriad ways. Every architectural design maintains a connection with its surroundings through its distinct visual attributes. Aligning with this notion, the present study aims to elucidate the visual aspects of workplace architecture and its impact on the performance of private bank employees in Rafsanjan city. This research adopts an applied developmental goal and employs a descriptive-analytical methodology. Data collection utilized both field methods (public questionnaires) and a combined approach (quantitative-qualitative) for data analysis. Descriptive and inferential statistical techniques were applied using SPSS software. The findings revealed a direct correlation between the visual characteristics of workplace architecture and job performance in private bank branches in Rafsanjan. Thus, emphasizing visual elements in bank architecture holds significant importance, as these factors can influence employee performance, alertness levels, and concentration at work. The visual features of workplace architecture directly impact visual and psychological needs. Therefore, to enhance the performance quality of banks, these characteristics must be regarded as pivotal factors in workplace environments.