The focus of this paper is theoretical, as well as methodological. It reviews previous studies of visual impact and reports research by the author on people's evaluation of the appropriateness of different man‐made facilities in different coastal‐area contexts and other environments. In this study, subjects were asked to react to slides developed through the use of landscape models and experimental facilities to simulate the appearance of a building in the landscape, while systematically varying the visual relatedness between the two. Specific interest centered on the variable of congruity vs. contrast between the appearance of the building and its landscape context, manipulated by co‐varying the attributes of color and size to create a five‐point scale of contrast/obtrusiveness. The hypothesis was that judgments of appropriateness, and to a lesser extent judgments of liking, would vary inversely with level of contrast. The role of two further variables, the functional significance of the building in its setting, and the character of the setting itself, was also investigated. The author reviews methodological issues involved where subjects respond to visual stimuli for purposes of judging change in visual quality. These methodological issues include: stimulus‐selection and problems of simulation, choice of response measures, and choice of respondents, and the treatment of individual differences. The author calls for development of standardized scales and indices such as “perceptually‐relevantenvironmental quality indicators.”