PurposeThis purpose of this paper is to address the research problem of optimizing photovoltaic (PV) panel placement on building facades to maximize solar energy generation.Design/methodology/approachThe study examines the significance of various design configurations and their implications for PV system performance. The research involves analysis of relevant literature and energy simulations. An exemplary case study is conducted in a hot climate zone to quantify the impacts of PV panel placement on energy generation. Various application scenarios are developed, resulting in 28 scenarios for PV on building facades. Energy simulations using Grasshopper Rhino software and Ladybug plugin components are performed.FindingsThe paper identifies key factors influencing PV panel placement and energy generation through qualitative analysis. It introduces an appropriateness matrix as a decision-making framework to evaluate placement options. The study identifies design configurations and external features impacting PV location selection and performs a qualitative classification to determine their impact on energy generation.Practical implicationsThe results and decision-making framework enable informed choices based on solar radiation levels, shading conditions, and building requirements. Optimizing PV panel placement enhances solar energy harvesting in buildings, benefiting architects and engineers.Originality/valueThe novel contributions of this paper include practical insights and guidance for strategically placing PV panels on building facades.