Abstract Purpose – This study evaluates the aesthetic perception of photovoltaic (PV) systems situated at various locations on an apartment building facade, comparing them with the original facade. It also aims to understand how aesthetic dimensions influence the perception of PV installations in diverse building locations. Moreover, it aims to create a framework that will guide for installing PV installations considering both their functionality and aesthetics. Design/methodology/approach – The study uses a mixed-method approach, including qualitative and quantitative approaches. It includes a literature review and a questionnaire. 418 participants evaluated different PV-embedded facades using a Likert scale across various aesthetic variables. Findings – The findings indicate that aesthetic perceptions of PV vary by the location of installation. It also shows that all aesthetic dimensions affect PV installation aesthetics, with location-specific preferences. For original elevation, compatibility and simplicity are given precedence over blending and coherence for windows, creativity and harmony for facades, functionality and harmony for balconies, and innovation potential and simplicity for roofs. Research limitations/implications – This study focuses on a single building type; further investigation is required to examine other building types. It also examined one PV technology with common visual properties, but future studies can examine others. Additional research is needed to compare the participating groups and the effect of their sociodemographic factors, using on-site surveys and interviews. Originality/value – Few studies have investigated how PV systems affect apartment building users’ architectural aesthetic perception. The results of this study make a valuable contribution to the field of sustainable architecture by providing practical guidance for architects, engineers, stakeholders, and researchers who are interested in integrating aesthetic, user-centric considerations into renewable energy solutions