VISUAL POLLUTION AND LOSS OF URBAN IDENTITY IN COMMERCIAL SPACES: AN ANALYSIS FROM GRAPHIC SUSTAINABILITY

POLUIÇÃO VISUAL E PERDA DE IDENTIDADE URBANA EM ESPAÇOS COMERCIAIS: UMA ANÁLISE SOB A ÓTICA DA SUSTENTABILIDADE GRÁFICA

Abstract

Visual pollution in commercial spaces is a growing phenomenon in many cities, where the accumulation of advertisements, signs, and graphic elements creates saturated urban landscapes that affect the legibility of the environment and the perception of urban identity. This study analyzes the relationship between graphic saturation, citizens’ perceptions, and design principles from the perspective of graphic sustainability. The research was conducted using a mixed-methods approach that combined questionnaires administered to residents and visitors, semistructured interviews with business owners and graphic design experts, and direct observation of the urban environment. The results reveal a high perception of visual disorder among users of the space, confirmed by a technical analysis of commercial signage, which reveals a lack of visual hierarchy, excessive use of color, problems with typographic legibility, and poor integration with the architecture. It was found that graphic saturation stems from competitive dynamics among businesses seeking to stand out visually without adhering to professional design criteria. Despite this, both business owners and citizens express a willingness to engage in visual reorganization processes that improve the clarity and harmony of the space.