Abstract
This study explores how consumers perceive the integration of graphic design elements within installation art displayed in major shopping malls. Using a mixed-methods approach, the research examines the relationship between graphic design components (colour scheme, typography, and visual motifs) and installation art features (site-specificity, temporal nature, and conceptual focus) and their impact on overall viewer experience through consumer engagement as a mediating factor. The quantitative phase employed structural equation modelling with data collected from mall visitors, while the qualitative phase included interviews to gain deeper insights into consumer perceptions. Key graphic design elements were analysed for their effectiveness in enhancing the aesthetic and communicative value of installation artworks within commercial retail environments. Results indicate significant relationships between specific graphic design elements and viewer engagement, with consumer engagement as a crucial mediator in determining overall experience quality. The study reveals that well-integrated graphic design components can enhance the cultural value and commercial appeal of installation art in shopping malls, creating more meaningful connections between art, space, and audience. The research contributes to graphic design and installation art theory by providing empirical evidence of how design elements function within commercial artistic spaces. Practical implications include recommendations for artists, designers, and mall developers on optimizing the integration of graphic design elements to improve visitor experience and cultural enrichment in retail environments.