The Impact of Environmental Graphic Design in Shopping Malls on Brand Image and Spatial Experience Integration

Zhenzi Wang; Yanan Jiang

doi:10.5281/zenodo.15524203

Authors

Zhenzi Wang Faculty of Creative Industries, City University Malaysia, Petaling Jaya, Malaysia Author
Yanan Jiang Faculty of Creative Industries, City University Malaysia, Petaling Jaya, Malaysia Author

DOI:

https://doi.org/10.5281/zenodo.15524203

Keywords:

environmental graphic design, retail space, brand experience, consumer behavior, path analysis

Abstract

This empirical study examines how environmental graphic design (EGD) influences brand perception and spatial experience in retail environments. Through quantitative analysis of 512 consumer surveys across six shopping malls in China, we demonstrate that EGD quality significantly correlates with both brand recognition (r = 0.723, p < 0.01) and spatial comfort ratings (r = 0.681, p < 0.01). Path analysis reveals that EGD affects purchase intention through dual mechanisms: brand reinforcement (β = 0.43) and experience optimization (β = 0.57). The findings provide actionable insights for retail space design, emphasizing the strategic importance of EGD in enhancing consumer engagement and commercial performance.

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