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Article

Modeling Emotion-Driven Systems of Sustainable Place Branding: A PLS-SEM Analysis of Emotionally Durable Visual Design

by
Hong Zhang
1,
Jie Wei
1,* and
Cheryl Zhenyu Qian
2
1
School of Design, Jiangnan University, Wuxi 214122, China
2
School of Visual and Performing Arts, Purdue University, West Lafayette, IN 47907, USA
*
Author to whom correspondence should be addressed.
Systems 2025, 13(9), 759; https://doi.org/10.3390/systems13090759 (registering DOI)
Submission received: 17 July 2025 / Revised: 23 August 2025 / Accepted: 27 August 2025 / Published: 1 September 2025
(This article belongs to the Special Issue Data-Driven Modeling and Predictive Analysis for Business, Social, Economic, and Engineering Applications)
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Versions Notes

Abstract

In the evolving discourse of affective urbanism, emotions are increasingly recognized as fundamental, systemic drivers shaping the social, perceptual, and symbolic dimensions of urban space. Meanwhile, advances in visual technologies and media aesthetics have transformed contemporary cities into visually saturated environments, where visual cues actively influence how urban space is perceived, navigated, and emotionally experienced. While prior research has addressed affective belonging and spatial identity, these studies often treat emotion and visual design as separate influences rather than examining their interdependent, systemic roles. To address this gap, this study develops an emotion-driven systemic model to analyze how visual design activates affective pathways that contribute to the sustainable construction of place branding. Drawing on survey data from 134 residents in Wuxi, China, we employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the interrelations among emotionally durable visual design, urban emotion, and place branding. The results reveal that visual attachment design (VAD) significantly strengthens place branding through emotional mediation, while visual behavior design (VBD) directly enhances sustainable branding by fostering participatory engagement even without emotional mediation. In contrast, visual function design (VFD) demonstrates limited impact, underscoring its insufficiency as a stand-alone strategy. These findings underscore the value of modeling emotionally durable visual communication as a system that links emotion, behavior, and identity in citizen-centered place branding.

1. Introduction

In the evolving landscape of affective urbanism, growing attention has been focused on the integration of citizens’ feelings and experiences into the construction of place image and identity [1,2]. Scholars emphasize that cities are not only physical infrastructures but also emotional terrains, continuously shaped by affective dynamics [3,4]. Within this framework, urban emotion functions as a systemic construct mediating the interaction between individual perception and the symbolic, sensory, and experiential meanings of place. The rising influence of affective urbanism in emotionally informed place branding research is evident in calls to examine the interrelated affective, perceptual, and symbolic systems that shape urban identity [5,6]. More recently, urban emotion has also been conceptualized as a dynamic process that requires emotional continuity and long-term citizen engagement to sustain the development of urban brands [7,8].
At the same time, cities are increasingly saturated with visual technologies such as urban screens, data-driven interfaces, architectural graphics, and brand imagery [9]. This proliferation positions visual communication as a central mediator of spatial experience [10]. From urban screens to place-based branding imagery, visual design shapes how people perceive, interpret, and emotionally engage with urban environments [11], and constructs symbolic meaning in spatial experience [12]. The proliferation of digital visual interfaces and data-driven design aesthetics has intensified the role of visual cues in structuring not only what citizens see, but how they feel and interact with the city [13]. Taken together, these developments suggest that visual design is no longer limited to aesthetic expression; it increasingly operates as a form of emotional design, shaping the durability of citizens’ engagement and transforming everyday interactions into lasting forms of brand attachment.
Despite increasing recognition that visual design plays a role in shaping place experience through emotional engagement, existing research has not fully explained how emotional design contribute to the formation and sustainability of place branding. As shown in Figure 1, prior studies often treat visual stimuli and emotional responses separately (indicated by the dashed box), focusing primarily on short-term recognition or symbolic differentiation, while neglecting their systemic integration. The red pathway highlighted in the figure points to an underexplored domain: how emotional and behavioral systems interact through design to support enduring urban identity and brand resilience.
To address this gap, this study proposes an emotion-driven systemic model of emotionally durable visual design [14]. In contrast to short-lived aesthetic stimulation or attention-driven design tactics, emotionally durable visual communication focuses on cultivating enduring affective bonds between citizens and urban spaces. This approach frames visual design not merely as representational, but as an integral part of an emergent affective system that supports emotional sustainability, social inclusivity, and cultural resonance in urban environments.
This paper employs Partial Least Squares Structural Equation Modeling (PLS-SEM) on survey data from 134 residents in Wuxi, China, to examine the interrelations among visual design, urban emotion, and place branding. The findings reveal the affective and symbolic mechanisms through which visual cues influence citizens’ emotional connections with place. This research contributes by developing an emotion-driven systemic framework that embeds emotionally durable visual communication within sustainable place branding.

2. Theoretical Background

2.1. Urban Emotion and Affective Urbanism

Emotions have emerged as key factors influencing how urban environments are experienced and how urban identities are formed [2,15]. Rather than viewing emotions as private or internal phenomena, contemporary research recognizes them as socially embedded and spatially situated. Davidson and Milligan [16] highlight the relational nature of emotions, arguing that our feelings are inseparable from the spatial and social environments in which we live. Similarly, Williams [17] emphasizes that the emotional structure of a city should be regarded as a collective social experience rather than an individual one. Within this framework, urban emotion emerges as a form of place-based collective affect, which constitutes a shared emotional infrastructure that actively contributes to the symbolic meaning and social construction of place.
Urban emotion offers a systemic lens to understand how people connect affectively with their environments. This concept has been interpreted and developed by various scholars, including Jackson, who described “sense of place” as an amalgamation of beliefs, values, and attitudes [18] that collectively forge an individual’s connection to a particular space [19]. Advancing this concept, subsequent research models in which place identity and place attachment jointly influence civic engagement and spatial behavior [20]. Place identity refers to the cognitive and symbolic connection individuals establish with a particular location, shaped by perceptions, memories, and shared meanings. Place attachment refers to the affective dimension of human–place relations, expressed through belonging, loyalty, and satisfaction, and rooted in everyday interactions [21]. Recent work highlights that citizens’ place attachment is key to sustainable urban development [22]. To complete this framework, the concept of place behavior has been introduced as a critical intermediary that bridges identity and attachment [23], showing that citizens’ engagement is vital not only for accepting place brands but also for actively supporting and sustaining them [24,25].
Building on the theoretical foundations of urban emotion outlined above, this study synthesizes prior perspectives by conceptualizing urban emotion as a triadic construct comprising place identity, place behavior, and place attachment. These dimensions are interrelated and sequential: recognition and meaning (identity) activate affective behaviors (behavior), which in turn reinforce and solidify emotional bonds (attachment). From a systemic standpoint, this triadic framework provides a theoretical basis for understanding place branding as an interdependent, perception-driven system that dynamically responds to visual stimuli and sustains enduring affective engagement.

2.2. Emotionally Durable Visual Design in Urban Context

In contemporary urban development, visual design has become a central force in shaping the symbolic, perceptual, and affective layers of cities. No longer confined to traditional aesthetics, urban visuals now operate within a saturated media ecology, including digital signage, algorithmic imagery, interactive public screens [26]. These visual forms mediate how cities are perceived, experienced, and remembered, positioning visual communication as a strategic element of place branding. Urban visual design, in this sense, functions not only as a means of spatial representation but as an interface of social interaction and emotional resonance. Recent scholarship has emphasized that the visual culture of cities encompasses both representational imagery and performative media practices, embedding civic identity into everyday urban experience [27]. This convergence of technological mediation and symbolic communication situates visual design as a key infrastructure of affective placemaking.
While prior research has acknowledged the emotional effects of visual design in place-related contexts [28], limited attention has been given to how emotion functions as a systemic component within the design process itself. Addressing this gap, the present study adopts the framework of Emotionally Durable Visual Design (EDVD), which was originally proposed in the context of design sustainability [29]. This framework identifies six dimensions—Functionality, Enjoyment, Interaction, Narrativity, Symbolism, and Innovation—that represent distinct pathways through which visual design can activate and sustain emotional engagement in urban contexts. Specifically, Functionality refers to the capacity of visual design to provide practical recognition cues and reinforce place identity. Enjoyment captures the role of novelty and pleasure in shaping users’ affective impressions. Interaction emphasizes the design of participatory encounters that enhance personal engagement. Narrativity reflects the use of temporal references and memory cues to evoke nostalgia and historical consciousness. Symbolism focuses on the embedding of cultural and social values into visual signs, while Innovation points to the ability of design to introduce new meanings, rituals, or uses within the urban environment.
To adapt this framework to the urban visual context and prepare it for empirical analysis, Figure 2 illustrates how the six dimensions of EDVD are reorganized into three coherent design categories, collectively referred to as emotionally durable urban visual design. As shown in the figure: Visual Function Design (VFD) corresponds to place identity, emphasizing how the functional and recognizable aspects of visual communication help establish cognitive affiliation with urban imagery. Visual Behavior Design (VBD) corresponds to place behavior, focusing on how interactive visual elements stimulate audience engagement, behavioral response, and social participation. Visual Attachment Design (VAD) aligns with place attachment, aiming to elicit deeper emotional bonds and affective resonance toward the city through symbolic, narrative, or aesthetic cues.

2.3. The Structure of Sustainable Place Branding

Place branding refers to the strategic process by which cities and regions construct, communicate, and reinforce a recognizable identity to internal and external audiences [30]. In its early forms, place branding emphasized the creation of visual identifiers, such as logos, slogans, and standardized color schemes, which served to enhance visibility and facilitate differentiation in a competitive urban environment [31,32]. However, as cities increasingly compete not only for investment and tourism but also for talent and social capital, scholars have emphasized that visual differentiation alone is insufficient. Instead, branding strategies have shifted toward more integrated approaches that account for perception, experience, and meaning-making across cultural and social dimensions [33].
Within this evolving paradigm, the concept of sustainable place branding has received growing scholarly attention [34]. In contrast to conventional branding models that prioritize short-term visibility or promotional outcomes, sustainable place branding emphasizes the long-term continuity, adaptability, and socio-cultural relevance of a city’s identity. Its goal is to cultivate enduring bonds between people and place by foregrounding affective connections, cultural resonance, and participatory engagement [35]. This approach reframes place branding as a dynamic and complex system of co-construction, where symbolic representation and emotional investment interact continuously within broader social, cultural, and spatial networks.
Recent empirical research has contributed to refining the dimensions through which sustainable place branding can be operationalized. among these, impression and youthfulness have been recognized as essential constructs. impression refers to the immediate perceptual and cognitive responses generated by a city’s visual and spatial atmosphere, often serving as the initial trigger for deeper identification [36]. Youthfulness, as observed in recent studies, reflects the perception of vitality, creativity, and future-oriented openness, which contributes to a city’s capacity to project relevance and innovation in response to social and cultural change [37,38].
In addition to these dimensions, cultural meaning has emerged as a key component of sustainable branding. This concept encompasses the historical, symbolic, and identity-based associations that residents and visitors construct in relation to place [39]. These associations are informed by heritage, memory, and cultural narratives, and they serve to embed branding within the everyday lived experience of the public [40]. Cultural meaning thereby contributes not only to emotional depth but also to the continuity and resilience of brand identity across generations.
Taken together, impression, youthfulness, and cultural meaning form a connected system where these elements influence each other and work together to maintain place branding over time. This system operates through continuous feedback between people’s perceptions, feelings, and cultural associations, allowing the brand to adapt and stay relevant as social values and community needs change.

2.4. Research Model and Hypotheses

Building upon the theoretical framework of sustainable place branding, this study conceptualizes place branding as an emotion-driven system, in which emotionally durable visual design activates affective mechanisms that shape citizens’ perception and internalization of place branding. While previous studies have acknowledged the emotional effects of visual stimuli, the systemic role of emotion as an organizing force within the design process remains underexplored. Specifically, it is unclear how emotional design strategies coordinate cognitive, behavioral, and symbolic dimensions to support the long-term sustainability of place branding. To address this gap, this study develops an integrated framework that embeds visual communication and urban emotion into the systemic formation of sustainable place branding.
To operationalize this framework, Figure 3 presents the proposed research model. In the diagram, the ellipses represent the latent constructs (VFD, VBD, VAD, urban emotion, and place branding) while the rectangles denote the observed variables used to measure each construct. The model specifies seven hypothesized paths, illustrated by directional arrows, capturing the relationships among visual design, urban emotion, and place branding. This structure positions emotion not as a passive outcome but as a dynamic mediator that links perception, affect, and identity construction. By foregrounding emotional durability, the model demonstrates how visual design can sustain resilient and meaningful place brands over time.
Based on this framework, the study proposes the following research hypotheses:
H1. 
Visual function design has a positive impact on urban emotion.
H2. 
Visual behavior design has a positive impact on urban emotion.
H3. 
Visual attachment design has a positive impact on urban emotion.
H4. 
Visual function design has a positive impact on sustainable place branding.
H5. 
Visual behavior design has a positive impact on sustainable place branding.
H6. 
Visual attachment design has a positive impact on sustainable place branding.
H7. 
Urban emotion has a positive impact on sustainable place branding.

3. Method

Formulating hypotheses based on existing literature regarding the potential relationships among various influencing factors marked the initiation of this phase, with a focus on understanding their interactions within a systemic framework. Subsequently, a questionnaire was meticulously designed and widely distributed to gather user evaluations of these interconnected factors. The final step involved employing Partial PLS-SEM analysis to corroborate and elucidate the structural relationships and dynamic interplay among the factors within the place branding system.

3.1. Data Collection

In the preliminary stage of our research (Figure 4), we conducted a comprehensive questionnaire survey targeting residents who had lived in urban environments for at least one year. The data collection focused on Wuxi, China—a medium-sized city on the eastern coast that combines rich cultural heritage with distinctive urban visual characteristics. Wuxi was chosen not only for its historical landmarks and scenic landscapes, but also because it represents a typical case of cities navigating the dual challenge of preserving cultural identity while pursuing contemporary place branding. In recent years, Wuxi has also become a focal point in national media culture, most notably serving as a sub-venue for the 2025 CCTV Spring Festival Gala. This event highlighted the city’s role in projecting visual imagery on a national scale, further underscoring its relevance as a representative case for studying the systemic interplay between visual design, urban emotion, and sustainable place branding.
The questionnaire employed a 7-point Likert scale and targeted residents who had lived in Wuxi for at least one year, ensuring that participants were familiar with the city’s cultural and visual environment. Visitors and short-term residents were excluded to maintain consistency in respondents’ place-based experiences. The survey collected demographic information, including gender, age and professional field. During recruitment, attention was given to capturing diversity across different demographic groups. Although stratified sampling was not formally applied, efforts were made to ensure heterogeneity in age, occupation, and education to strengthen the representativeness of the sample.
Considering that some participants might not be familiar with the concept of visual communication design in urban contexts, we conducted two rounds of pre-testing, each involving 10 participants, to refine the wording of the questionnaire. To ensure conceptual clarity and respondent comprehension, Figure 5 illustrates the final questionnaire design, which incorporated definitions and visual examples of urban visual communication. Each example was accompanied by a brief explanation to guide participants’ understanding.
All participants were adults (aged 18 and above) and voluntarily completed a structured questionnaire. Before completing the questionnaire, each participant received a written informed consent form, which explained the purpose of the study, the voluntary nature of participation, and the measures taken to ensure confidentiality and anonymity. Consent was implied through the act of submitting the completed questionnaire. The study protocol was reviewed and approved by the Ethics Committee of Jiangnan University, approval number: JNU202409RB0042.
A total of 134 responses were collected, of which 122 valid cases were retained after excluding incomplete entries. As shown in Table 1, the final sample (N = 122) was gender-balanced, skewed toward younger residents (68.04% under 30), and primarily composed of students (42.62%), alongside diverse groups such as education and research professionals (17.21%), corporate employees (19.67%), and public sector staff (6.56%). This composition indicates that while the sample is not evenly distributed across all demographic categories, it maintains diversity across multiple social groups, thereby ensuring heterogeneity in perspectives and experiences within Wuxi’s resident population.

3.2. Measures

In this study, five latent constructs were measured: VFD, VBD, VAD, Urban Emotion, and Place Branding. Each construct was operationalized through multiple observed indicators (measurement items), adapted or modified from established scales to fit the urban context and the research purpose of this study (Table 2). Constructs were measured on a seven-point scale (1 = very unlikely, 7 = highly likely). To ensure construct reliability and content validity, each latent variable was measured by 2 to 3 items, following common practice in structural equation modeling [41]. This multi-item approach allows for a more robust estimation of the latent constructs and improves the internal consistency of the measurement model.

3.3. Date Analysis

The data analysis proceeded through several steps. Initially, the reliability, as well as convergent and discriminant validities, were assessed, with descriptive results to be discussed subsequently. Following this, all hypotheses were tested, and the corresponding path coefficients were derived. In this study, we utilized the PLS-SEM algorithm within SmartPLS 4 software because this algorithm can tolerate smaller sample sizes [48]. We implemented a weighted path scheme with up to 3000 iterations using default initial weights. Furthermore, we performed a non-parametric bootstrapping procedure with 5000 resamples to assess the statistical significance of our PLS-SEM analysis results.

4. Results

In the following section, we present the results of our PLS-SEM analysis. We evaluated the reliability of the measurement model by assessing Cronbach’s α coefficient for all core variables. The validity of the structural model was examined using cross-loadings and the Fornell-Larcker criterion. Additionally, we assessed the overall model fit using key indicators such as R2, Q2, and GoF (Goodness-of-Fit).

4.1. Assessment of Measurement Model

To ensure the validity and reliability of the constructs, we assessed the reliability of all core variables in our measurement scheme using Cronbach’s α coefficient. As shown in Table 3, the Cronbach’s α coefficients for each core variable in this study ranged from 0.858 to 0.939. A higher α value (typically ≥ 0.70) indicates greater reliability, suggesting that the items consistently measure the same underlying construct [49]. Additionally, the composite reliability (CR) values for the constructs ranged from 0.860 to 0.940, exceeding the standard of 0.7 [50]. The average variance extracted (AVE) values ranged from 0.705 to 0.876, all surpassing the recommended threshold of 0.50 [41]. In conclusion, all constructs meet the requirements for convergent validity and are suitable for further analysis.

4.2. Assessment of Structural Model

First of all, we assessed discriminant validity using cross-loadings as recommended in previous research [51]. As shown in Table 4, the external loadings of indicators associated with each construct are significantly higher than any cross-loadings with other constructs. Therefore, the criteria for cross-loadings have been met according to the required standards.
Secondly, we employed the Fornell-Larcker criterion to test discriminant validity. As shown in Table 5, the diagonal entries represent the AVE for each construct. Off-diagonal entries represent the correlation coefficients between pairs of constructs. Based on the result, the AVE of a construct is higher than the correlations between the constructs, confirming good discriminant validity among the constructs [52].
Finally, we conducted a test of discriminant validity using the Heterotrait-Monotrait (HTMT) ratio of correlations. It has been suggested that if the HTMT value is less than 0.90, discriminant validity is confirmed, and the model can be considered reliable for further analysis [53]. As shown in Table 6, all HTMT values passed the test, further demonstrating good discriminant validity among the constructs.

4.3. Model Estimation

In the model evaluation phase, we assessed the model fit using three key indicators: R2, Q2, and GoF. R2 (Coefficient of Determination) represents the proportion of variance in the dependent variable explained by the independent variables in the model. A significant R2 value, typically exceeding 26%, indicates strong explanatory power [41,54]. Q2 (Predictive Relevance) validates the model’s ability to predict future data. A Q2 value greater than zero signifies robust predictive capability within and outside the sample [55]. GoF (Goodness-of-Fit) is a comprehensive measure of overall model fit. A GoF value above 0.36 suggests a strong overall fit [56]. The fit indices reported in Table 7 exceeded the recommended thresholds, affirming the excellent fit of our model. This underscores the reliability and suitability of our model for rigorous analysis and interpretation in the study context.
The results of the path analysis are presented in Table 8. This study utilized PLS-SEM to investigate the impact of different visual communication design elements (VFD, VBD, VAD) on UE and PB. Additionally, we assessed potential multicollinearity among latent variables using Variance Inflation Factors (VIF). Our results showed that the VIF values for all latent variables were less than 5, indicating no issues with multicollinearity in our estimation model [41].
From the findings, the path coefficient (β) represents the strength of the relationship between latent variables, indicating the extent to which one latent variable directly influences another. Significance level (p) represents statistically significant of path coefficient. As shown in Table 8, H7, H6, and H2 were supported, while the remaining four hypotheses were not supported. The results indicate that two distinct categories of visual communication design (VBD, VAD) directly influence urban emotions and place branding. Additionally, urban emotions were found to impact place branding. Specifically, the impact of VFD on urban emotions (β = 0.044, p = 0.314) and place branding (β = 0.124, p = 0.169) is not significant. The VBD has a significant direct impact on place branding (β = 0.335, p < 0.005), but its effect on urban emotions is not significant (β = 0.182, p = 0.186). The VAD has a direct impact on urban emotions (β = 0.542, p < 0.005), but it does not significantly affect place branding (β = −0.031, p = 0.794). Lastly, urban emotions significantly influence place branding (β = 0.505, p < 0.001).

5. Discussion

5.1. Emotional Feedback as a Systemic Driver of Place Branding

The results revealed that UE significantly influenced PB, indicating that residents’ positive emotional responses contribute not only to a favorable place image but also to the long-term viability of place branding. This underscores the importance of embedding emotional dynamics into the design of sustainable visual systems. In particular, strategies that activate place-based identity, emotional resonance, participatory behavior, and affective attachment reinforce the durability and authenticity of place branding over time. This finding aligns with the core propositions of affective urbanism [57], which regard emotion as a constitutive element in the symbolic and social construction of urban systems.
Furthermore, the results demonstrate that UE, acting as an intermediary factor, is influenced by VAD, validating our research hypotheses. Specifically, employing narrative, symbolic, and innovative visual communication designs in urban settings significantly impacts UE. It highlights the importance of designing for emotional durability, wherein affective attachments are not merely triggered by aesthetic appeal but are sustained over time through culturally embedded visual cues and place-based storytelling.
In the context of sustainable place branding, the mediating role of UE suggests that emotionally durable visual attachment design can serve as a strategic lever for long-term brand vitality. Visual identity that reflects collective memory, local symbolism, and evolving cultural narratives strengthens not only residents’ affective engagement but also the continuity of the city’s brand identity. Therefore, sustainable place branding requires more than transient image-building; it demands an investment in visual systems that support the long-term emotional identification of citizens with their city.

5.2. Visual Behavioral Mechanisms in the Branding System

VBD emerged as a pivotal subsystem directly influencing place branding, despite not significantly affecting urban emotion. This suggests that behavioral cues may operate primarily at the level of rational engagement and participatory involvement rather than directly triggering emotional resonance. In other words, VBD may bypass emotional mediation, functioning instead as an instrumental pathway that translates citizen participation into brand support.
The VBD framework consists of two key dimensions: enjoyment and interaction. Enjoyment refers to the capacity of visual design to evoke curiosity, novelty, and aesthetic pleasure. These pleasurable stimuli initiate spontaneous attention, reduce perceptual fatigue, and foster positive affective predispositions that make citizens more open to engaging with their surroundings. This aligns with branding sustainability by embedding low-barrier, repeatable moments of joy into everyday experience, reinforcing place familiarity over time. Interaction, by contrast, introduces an active component, involving co-creation and user agency through mechanisms such as gamified signage, responsive installations, or social media–linked campaigns. Together, these dimensions create feedback loops where citizens not only consume visual messages but also contribute to them, embedding symbolic practices into the urban fabric.
Taken together, enjoyment and interaction construct a behavioral infrastructure that supports sustainability not through direct emotional resonance, but via systemic engagement mechanisms. The effectiveness of VBD, however, should not be understood in isolation from VFD. Functional clarity and usability form the infrastructural foundation that enables participatory engagement to unfold. In this sense, VFD and VBD may operate in a layered relationship: VFD serving as the ground, and VBD extending this base into participatory practices that anchor sustainable brand attachment.

5.3. Symbolic Constraints in Place Branding Sustainability

The results reveal a systemic limitation in relying solely on VFD as a mechanism to influence place branding. This suggests that functional cues, while necessary for usability, are not sufficient to generate long-term affective attachment or symbolic meaning. VFD primarily ensures clarity, safety, and convenience—attributes that are essential for reducing friction in urban experience but often taken for granted once basic expectations are met.
From the perspective of emotional design, this finding resonates with the three-level model of design [58]. Functional qualities operate mainly at the visceral level, securing immediate usability but rarely producing durable emotional bonds. This explains why functional recognition, although cognitively acknowledged, seldom translates into affective engagement or brand attachment.
In the framework of place branding, however, symbolic recognition must be connected with emotional engagement, participatory behavior, and ongoing meaning-making. Without such reinforcement, even carefully designed city logos or visual codes risk remaining superficial markers, easily forgotten or replaced. Semiotic theory further highlights that symbols become meaningful only when interpreted through cultural, social, and personal lenses [59,60]. In this sense, the failure of VFD to significantly predict place branding suggests the presence of a symbolic gap, reflecting a disconnection between surface-level visual cues and the deeper lived, emotional, and behavioral experiences of citizens.
Nevertheless, VFD should not be overlooked. Its role is better understood as a necessary but insufficient condition in the branding system. Without functional clarity, behavioral and affective designs cannot be effectively experienced. With it, however, the pathway toward sustainable brand attachment still depends on higher-order mechanisms such as participatory engagement (VBD) and emotional resonance (VAD). Rather than treating symbols as static design outputs, cities must embed them in interactive interfaces, narrative environments, and co-constructed rituals that enable continuous feedback, reinterpretation, and emotional reattachment.

6. Conclusions

This study clarifies the systemic role of emotion in sustainable place branding and identifies visual design as a primary driver. By modeling the interplay between visual stimuli, emotional response, and place brand, it shows that emotionally durable visual communication works through integrated emotional and behavioral pathways rather than isolated effects. Urban emotion emerges as a central mediating node, particularly activated by symbolic and narrative-rich design (VAD), while participatory and interactive design (VBD) drives branding outcomes directly through behavioral engagement. In contrast, recognition-based design (VFD) ensures usability but lacks systemic impact unless embedded within affective or participatory loops. These findings reveal a dynamic internal structure of visual–emotional–cognitive interplay, offering both theoretical refinement of affective urbanism and practical insights for sustainable, citizen-centered brand development.

6.1. Theoretical Implications

This research contributes to the growing field of affective urbanism by introducing a durability-oriented framework for visual communication design in the context of place branding. Moving beyond traditional identity-based visual design theories, which emphasize logos and symbolic identifiers, this study demonstrates that emotionally durable design must account for citizens’ long-term affective and behavioral engagement with the city.
First, the research contributes to visual design theory by conceptualizing VFD, VBD, and VAD as three interrelated but distinct dimensions that explain different pathways of influence. This refined vocabulary clarifies how functional usability (VFD), behavioral participation (VBD), and symbolic-emotional resonance (VAD) operate at different levels of urban experience, thereby extending visual design beyond representation to systemic engagement.
Second, the research contributes to place branding theory by offering a sustainability-oriented approach. Whereas prior branding models often emphasize short-term recognition or differentiation, our findings suggest that emotionally durable visual communication provides a pathway toward resilient brand systems that balance functional infrastructure with affective sustainability.
These theoretical contributions position emotionally durable visual design as both an analytical lens and a generative framework. It enables future scholarship to examine not only how cities are seen, but also how they are felt and lived, thereby aligning visual design with contemporary debates on sustainable, inclusive, and adaptive urban development.

6.2. Practical Implications

Existing research in urban governance has already demonstrated that urban emotional attachment and citizen behavior play critical roles in sustaining place branding [7,8]. These studies underline the importance of affective bonds and participatory practices in ensuring long-term brand legitimacy and resilience. However, much of this work has remained at the governance or behavioral level, offering limited guidance on how such mechanisms can be effectively implemented through design practice.
Our study addresses this gap by providing a visual design–based framework that operationalizes these governance insights into practical design strategies. By distinguishing three strategic dimensions of visual design, it offers guidance for practitioners:
(1)
Policy Layer: Urban planners and policymakers should embed emotional and participatory design criteria into city branding guidelines, ensuring that new projects integrate symbolic storytelling (VAD) and participatory interfaces (VBD) rather than relying solely on functional recognition (VFD).
(2)
Design Layer: Designers should treat VFD as a baseline of usability, while prioritizing interactive formats, co-creation tools, and narrative-driven visuals that sustain long-term citizen engagement.
(3)
Community Layer: Public managers can foster branding durability by encouraging citizen participation in co-designed visual initiatives—such as interactive installations, mural projects, or digital engagement platforms—that embed branding within everyday life.
Beyond design practice, these implications extend to urban planning and governance. Emotionally durable visual design can support policy legitimacy by strengthening citizens’ attachment to place, enhance public management through participatory engagement mechanisms, and enrich everyday citizen experience by embedding cultural narratives into urban environments. By aligning branding with both functionality and affective sustainability, cities can move toward a citizen-centered system of place development that is resilient, adaptive, and socially inclusive.

6.3. Limitation and Future Work

While this study provides insights into the role of visual communication design in place branding, several limitations should be acknowledged. First, the sample was limited to residents of Wuxi, with a demographic profile skewed toward younger participants. This concentration may constrain the representativeness and generalizability of the findings. Second, although efforts were made to ensure heterogeneity in age, occupation, and education, the sampling strategy was not fully stratified, which limits the statistical robustness of the results.
Future research could address these limitations by adopting stratified or quota sampling to achieve more balanced demographic representation, as well as by including cross-city comparative studies to test the transferability of the framework. In addition, combining quantitative survey methods with qualitative approaches would allow a more comprehensive understanding of how citizens from diverse backgrounds perceive urban visuals, form emotional attachments, and contribute to sustainable place branding.
Overall, the study positions visual communication as a strategic channel through which sustainable place branding can be advanced. By structuring functional, behavioral, and affective mechanisms into an integrated framework, it demonstrates how visual design translates governance insights into actionable practices. This contributes to a citizen-centered vision of branding that is resilient, adaptive, and grounded in everyday urban experience.

Author Contributions

Conceptualization, H.Z.; methodology, H.Z.; formal analysis, H.Z.; investigation, H.Z.; writing—original draft preparation, H.Z.; writing—review and editing, C.Z.Q.; supervision, J.W.; funding acquisition, J.W. All authors have read and agreed to the published version of the manuscript.

Funding

This research was funded by the National Social Science Fund of China Major Project in Art Studies, grant number 22ZD18. The APC was funded by the National Social Science Fund of China Major Project in Art Studies.

Conflicts of Interest

The authors declare no conflict of interest.

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Systems 13 00759 g001
Figure 1. Conceptual Framework of Research.
Figure 1. Conceptual Framework of Research.
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Systems 13 00759 g002
Figure 2. The Structure of Emotionally Durable Urban Visual Design.
Figure 2. The Structure of Emotionally Durable Urban Visual Design.
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Systems 13 00759 g003
Figure 3. The Research Hypotheses Model.
Figure 3. The Research Hypotheses Model.
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Systems 13 00759 g004
Figure 4. Research Process.
Figure 4. Research Process.
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Systems 13 00759 g005
Figure 5. Visual Examples of Visual Communication Design in Wuxi.
Figure 5. Visual Examples of Visual Communication Design in Wuxi.
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Table 1. Descriptive Statistics of the Sample.
Table 1. Descriptive Statistics of the Sample.
Demographic VariableCategoryFrequencyPercentage
GenderMale5343.44%
Female6956.56%
Age18–254133.61%
26–304234.43%
31–402218.03%
41–5064.92%
51–60119.02%
OccupationStudents5242.62%
Education & Research2117.21%
Corporate Employees2419.67%
Public Sector & Governance86.56%
Service & Healthcare43.28%
Other Professions1310.66%
Table 2. The Measurements of Research Model.
Table 2. The Measurements of Research Model.
ConstructsItemsReferences
Visual Function DesignVFD1: The VCE of my residing city refers to the residents’ identification with a certain territory.[21]
VFD2: The VCE of my residing city part of my identity[42]
Visual Behavior DesignVBD1: The VCE of my residing city is a treasure trove of fascinating discoveries.[43]
VBD2: The VCE of my residing city brings unexpected surprises and delights about the city.[14]
VBD3: The VCE of my residing city fosters engaging interactions and exchanges, making every encounter meaningful.[44]
VBD4: The visual environment of my city encourages me to participate in urban activities, such as exhibitions and performances.
Visual Attachment DesignVAD1: The VCE of my residing city presents a distinct narrative, enriching storytelling with vivid imagery.[29]
VAD2: The VCE of my residing city fosters a unique urban culture that cultivates a sense of belonging and attachment.[45]
VAD3: The VCE of my residing city establishes a comprehensive system of urban symbols, embedding deeper meanings into the cityscape.[29]
VAD4: The VCE of my residing city communicates distinct symbolic meanings and internal values, offering layers of interpretation.[46]
VAD5: The VCE of my residing city provides innovative experiences and a ceremonial feeling, enriching the urban life experience.[29]
VAD6: The visual environment in my city is constantly innovating, and I always find new visual representations that reflect the trends of the era.
Urban EmotionUE1: My city has a strong identity and unique features, making it instantly recognizable[21]
UE2: My city has a unique culture.
UE3: Living in my city deeply engages me, stirring my participation in urban life
UE4: My city instills in me a profound sense of belonging.
UE5: My city inspires strong loyalty in me; I enthusiastically recommend it as a residence to friends and family
UE6: I find immense satisfaction and pride in calling my city home.
Place BrandingPB1: I think my city leaves a positive impression on its visitors and residents.[47]
PB2: I believe the city’s welcoming atmosphere and quality of life can be sustained in the long term.
PB3: I think the city has a youthful and active atmosphere.[39,40]
PB4: I believe the city’s energy and recreational opportunities will continue to thrive in the future.
PB5: I think the city is rich in cultural meaning.
PB6: I believe the city is capable of preserving and renewing its historical and cultural identity over time.
Table 3. Descriptive and Measurement Assessment Results.
Table 3. Descriptive and Measurement Assessment Results.
ConstructCronbach’s αCRAVE
Urban Emotion0.9280.9290.736
Place Branding0.9140.9200.705
Visual Attachment Design0.9390.9400.767
Visual Behavioral Design0.9230.9250.812
Visual Function Design0.8580.8600.876
Table 4. The Result of Cross-loadings.
Table 4. The Result of Cross-loadings.
ConstructCodingCross-Loadings
UEPBVADVBDVFD
Urban EmotionUE10.8740.6810.6970.6360.590
UE20.8150.6930.6070.5430.461
UE30.8640.6510.6360.5470.506
UE40.8610.6570.6260.5530.466
UE50.8700.6590.5720.5630.481
UE60.8620.6640.5900.5770.483
Place BrandingPB10.6310.8820.6230.7030.602
PB20.6390.8570.5740.6470.544
PB30.6970.8960.5810.6150.518
PB40.6650.8510.5430.5390.559
PB50.6250.6800.4630.4640.331
PB60.6670.8540.7520.7190.656
Visual Attachment DesignVAD10.6510.6300.9000.7640.684
VAD20.6690.5610.8340.6660.641
VAD30.6000.5890.8780.7030.632
VAD40.6010.6100.8920.6980.624
VAD50.6690.6370.9050.8090.656
VAD60.6210.6840.8430.7250.669
Visual Behavior DesignVBD10.6640.6950.7410.9070.670
VBD20.5320.6410.7230.9210.658
VBD30.6140.6780.7860.9120.655
VBD40.5770.6420.7490.8650.691
Visual Function DesignVFD10.5260.5900.6740.7140.932
VFD20.5630.6150.7180.6750.939
Table 5. Fornell–Larcker Criterion.
Table 5. Fornell–Larcker Criterion.
ConstructUEPBVADVBDVFD
Urban Emotion0.858
Place Branding0.7790.840
Visual Attachment Design0.7260.7080.876
Visual Behavior Design0.6650.7380.8320.901
Visual Function Design0.5820.6440.7440.7420.936
Table 6. Heterotrait–Monotrait Ratio (HTMT).
Table 6. Heterotrait–Monotrait Ratio (HTMT).
ConstructUEPBVADVBDVFD
Urban Emotion
Place Branding0.848
Visual Attachment Design0.7750.759
Visual Behavior Design0.7150.7980.892
Visual Function Design0.6500.7210.8280.834
Table 7. Model Fit Indices.
Table 7. Model Fit Indices.
ConstructR-SquareQ-SquareGoF
Urban Emotion0.5400.385
Place Branding0.6990.478
Visual Attachment Design--0.719
Visual Behavior Design--
Visual Function Design--
Table 8. Structural Assessment Result.
Table 8. Structural Assessment Result.
HypothesisPathVIFβp ValuesResult
H7UE -> PB2.1730.5050.000Valid
H6VAD -> UE3.6840.5420.001Valid
H3VAD -> PB4.321−0.0310.794Invalid
H5VBD -> UE3.6500.1820.186Invalid
H2VBD -> PB3.7220.3350.004Valid
H4VFD -> UE2.5160.0440.754Invalid
H1VFD -> PB2.5200.1240.169Invalid
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Zhang, H.; Wei, J.; Qian, C.Z. Modeling Emotion-Driven Systems of Sustainable Place Branding: A PLS-SEM Analysis of Emotionally Durable Visual Design. Systems 2025, 13, 759. https://doi.org/10.3390/systems13090759

AMA Style

Zhang H, Wei J, Qian CZ. Modeling Emotion-Driven Systems of Sustainable Place Branding: A PLS-SEM Analysis of Emotionally Durable Visual Design. Systems. 2025; 13(9):759. https://doi.org/10.3390/systems13090759

Chicago/Turabian Style

Zhang, Hong, Jie Wei, and Cheryl Zhenyu Qian. 2025. "Modeling Emotion-Driven Systems of Sustainable Place Branding: A PLS-SEM Analysis of Emotionally Durable Visual Design" Systems 13, no. 9: 759. https://doi.org/10.3390/systems13090759

APA Style

Zhang, H., Wei, J., & Qian, C. Z. (2025). Modeling Emotion-Driven Systems of Sustainable Place Branding: A PLS-SEM Analysis of Emotionally Durable Visual Design. Systems, 13(9), 759. https://doi.org/10.3390/systems13090759

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