This paper proposes an integrative approach in the evaluative phase of the design process, incorporating concepts, methodologies and measurement strategies that are well established in media psychology. The paper suggests a variable-centered approach for conceptualizing visualization technologies and to evaluate their potential to simulate architectural experience. Psychophysiological measures are introduced to capture the affective component of the architectural experience facilitated by visualization tools such as virtual reality. These are important in order to empirically evaluate the experiential aspects of an architectural space through visualization. Ideas are illustrated with examples drawn from prior and ongoing research collaboration between an architectural visualization lab and a media effects research lab.
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