Navigating the Post-Pandemic Era: Assessing Brand Responsibility and Public Response to Graphic Signage in Shopping Centers

Abstract

In the period following the outbreak of the pandemic, there has been notable transformation in individual behaviours and routines. Despite the persistent presence of COVID, shopping centers and malls have eased regulations for visitors in the post-pandemic phase. This study explores the use of graphic signage as a communication tool, particularly in the form of hazard signage, to assess how brand responsibility and the public respond on the post-pandemic period. This study uses a descriptive quantitative method. Through a purposive sample of 100 respondents representing shopping center visitors in Indonesia, this research aims to shed light on brand awareness, responsibility, and the effectiveness of graphic signage in ensuring public compliance with safety measures. The study's results reveal a decline in both brand responsibility and public awareness of health protocols. Consequently, graphic signage flooring emerges as a vital tool in raising visitor awareness through captivating visuals and straightforward messaging, subtly influencing their behaviour. This study provides valuable insights into the role of visual communication in shaping public behaviour and how shopping centers can maintain a conducive environment for public health in the post-pandemic era.