The Environmental Graphic Design in Commercial Interior The Case of Pakuwon-Supermal Surabaya
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Published:
Jan 31, 2025
Keywords:
Brand identity, Commercial interior branding, Consumer perception, Environmental graphic design, Retail environments, Pakuwon Mall
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Abstract
The objectives of this research are to understand how Environmental Graphic Design (EGD) contributes to shaping consumer perceptions and enhancing the shopping experience. The research method is qualitative research, which provides an in-depth understanding of social phenomena by emphasizing non-numerical data collection and analysis. In this study, visual observation is employed as the primary data collection technique, allowing for a detailed exploration of human interactions and environmental dynamics within the context of Pakuwon-Supermal Surabaya. The data collection process involves direct observation, where object, behaviors, interactions, and environmental factors are systematically documented through photographs. Designing engaging brand experiences, effective space circulation enhances visitor movement throughout the mall, encouraging exploration and engagement. Additionally, the design of spaces significantly impacts brand identity and presence, as unique architectural forms create memorable experiences aligned with brand values. Decorative structures strategically placed within the environment elevate brand presence, reinforcing recognition and emotional connections. Furthermore, well-designed public facilities enhance accessibility and comfort, contributing to an overall positive visitor experience. This research offers valuable insights for architectural interior designers and other stakeholders involved in commercial branding. By strategically implementing EGD, shopping centers can improve brand perception and consumer satisfaction within their environments.
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Yauwerissa, E. C., & Kusumowidagdo, A. (2025). The Environmental Graphic Design in Commercial Interior The Case of Pakuwon-Supermal Surabaya. Serat Rupa: Journal of Design, 9(1), 101–120. https://doi.org/10.28932/srjd.v9i1.10382
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References
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Atamaz-Daut, E., & Ergun, E. (2018). Graphic design applications for spatial imagery and examples from a nursery school. Eurasia Journal of Mathematics, Science and Technology Education, 14(3), 947-957. https://doi.org/10.12973/ejmste/80931
Au-Yeung, C.-S., Chao, R.-F., & Chang, R.-L. (2024). Influence of environmental stimulation on impulse purchases in shopping malls. International Journal of Research in Business and Social Science, 13(4). https://doi.org/10.20525/ijrbs.v13i4.3321
Aziz, M. A., & Iskandar, M. S. (2023). Analysis of environmental graphic design in the interior of the pondok indah hospital pediatric clinic. Artic. ARTic, 5(2), 499-511. https://doi.org/10.34010/artic.v5i2.9906
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Berry, N. (2016). Anticommercial purposes: new methods in graphic design and radical environmental change (Publication Number Paper 283) Portland State University].
Bitgood, S. (2006). An analysis of visitor circulation patterns: The general value principle. Curator the Museum Journal, 49, 4. https://doi.org/10.1111/j.2151-6952.2006.tb00237.x
Buryk, D., & Holubets, I. (2023). Successful cases of branding through graphic design: analysis of specific cases where graphic design influenced brand success. Scientific Journal of Polonia University, 61(6), 32-37. https://doi.org/10.23856/6104
Calvo-Porral, C., & Mangin, J.-P. L. (2018). Pull factors of the shopping malls: An empirical study. International Journal of Retail & Distribution Management, 46(2), 110-124. https://doi.org/10.1108/IJRDM-02-2017-0027
Chen, L., & Fouladi, R. T. (2024). Correcting bias in extreme groups design using a missing data approach. APA PsycNet, 29(6), 1123-1131. https://doi.org/10.1037/met0000508
Dogu, U., & Erkip, F. (2000). Spatial factors affecting wayfinding and orientation a case study in a shopping mall. Environment and Behavior, 32(6), 751-777. https://doi.org/10.1177/00139160021972775
Dupont, C., Oberthür, S., & Homeyer, I. v. (2020). The Covid-19 crisis: a critical juncture for EU climate policy development? Journal of European Integration 42(8: Pandemic Politics and European Union responses), 1095-1110. https://doi.org/10.1080/07036337.2020.1853117
Ganoti, R., & Laskari, I. (2023). The importance of environmental graphic design in urban spaces. 4th International Conference on Environmental Design (ICED2023)
Harland, R. G. (2016). Graphic design in urban environments. https://doi.org/10.5040/9781472597786
Jamshidi, S., Ensafi, M., & Pati, D. (2020). Wayfinding in interior environments: An integrative review. Frontiers in Psychology, 11 - 2020. https://doi.org/10.3389/fpsyg.2020.549628
Kesumasari, D. (2019). Implication of perceived spaces toward visitors' learning motivation in Rumah Atsiri Indonesia Journal of Architectural Research and Education, 1(2), 85. https://doi.org/10.17509/jare.v1i2.22295
Kurniadi, A. L., & Gamal, A. (2024). Revolutionizing retail: The exquisite architectural marvel of outdoor shopping malls. International Journal of Build Environment and Scientific Research, 8(1), 35-44.
Lee, J., & Chu, W. (2023). Nudge design strategies for experiential marketing and retail space branding. Journal of Interior Design, 48(3), 174-190. https://doi.org/10.1177/10717641231177463
Leeuwen, T. V., & Jewitt, C. (2001). The handbook of visual analysis. SAGE.
Margolis, E., & Pauwels, L. (2011). The SAGE Handbook of Visual Research Methods. SAGE Publications Ltd. https://doi.org/10.4135/9781446268278
Nabilah, A., Pribadi, S. B., & Riza, M. A. A. (2018). Tinjauan perilaku pengunjung terhadap pola sirkulasi Masjid Agung Jawa Tengah. Modul 18(2), 54-59. https://doi.org/10.14710/mdl.18.2.2018.54-59
Natapov, A., Kuliga, S., Dalton, R., & Holscher, C. (2015). Building circulation typology and Space Syntax predictive measures. Tenth International Space Syntax Symposium, Londong.
Paleari, S. (2024). The role of strategic autonomy in the EU green transition. Sustainability, 16(6), 2597. https://doi.org/10.3390/su16062597
Pangestu, D. P., & Soewardikoen, D. W. (2023). Sustainable Development in Creative Industries: Embracing Digital Culture for Humanities. In Sustainable Development in Creative Industries: Embracing Digital Culture for Humanities. Routledge. https://doi.org/10.47836/ac.15.2.paper08
Patton, M. Q. (2022). Impact-driven qualitative research and evaluation. In The SAGE Handbook of Qualitative Research Design. https://doi.org/10.4135/9781529770278.n71
Petre, G.-E., & Costa, A. P. (2024). Advancing qualitative research: Insights from the 7th World Conference on Qualitative Research. Social Sciences, 13(1), 68. https://doi.org/10.3390/socsci13010068
Potthoff, S., Hempeler, C., & Scholten, M. (2023). Research ethics in qualitative health research [editorial]. international Journal of Qualitative Methods, 22. https://doi.org/10.1177/16094069231189335
Rose, G. (2016). Visual methodoloeis: An Introduction to researching with visual materials (4 ed.). SAGE Publications.
Saldana, J. (2013). The coding manual for qualitative researchers (2 ed.). SAGE.
Stefanis, C., Stavropoulos, A., Stavropoulou, E., Tsigalou, C., Constantinidis, T. C., & Bezirtzoglou, E. (2024). A spotlight on environmental sustainability in view of the European Green Deal. Sustainability, 16(11), 4654. https://doi.org/10.3390/su16114654
Torbati, H. E. (2018). The role of environmental graphic in the identification of urban public spaces. Civil Engineering Journal, 4(8). https://doi.org/10.28991/cej-03091129
Vallverdu-Gordi, M., & Marine-Roig, E. (2023). The role of graphic design semiotics in environmental awareness campaigns. International Journal of Environmental Research and Public Health, 20(5), 4299. https://doi.org/10.3390/ijerph20054299