Citation

Al Qwaid, Marran and Sarker, Md Tanjil and Abdul Karim, Hezerul (2026) Optimizing augmented reality for visual communication design and user experience in public Art to support sustainable engagement. Scientific Reports, 16 (1). ISSN 2045-2322

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Abstract

Augmented reality (AR) is increasingly adopted in public art as a medium for extending spatial storytelling, interaction, and audience engagement. However, the lack of empirically grounded design frameworks and standardized user experience (UX) evaluation methods has limited its consistent and sustainable deployment in public spaces. This study empirically investigates how visual communication design parameters influence user experience in AR-enabled public art and validates an optimization-based UX framework through a comparative analysis of digitized and digital-native AR sculptures. A mixed-method experimental study was conducted with 60 participants interacting with ten site-specific AR public artworks. User experience was assessed using a modified Augmented Reality Immersion (ARI) scale measuring engagement, engrossment, and immersion, complemented by WebAR behavioral metrics (dwell time, revisit frequency, and navigation patterns) and qualitative interviews. Results from inferential statistical analysis reveal statistically significant differences (p<0.05) favoring digitized AR sculptures across all UX dimensions, highlighting the role of physical anchoring in enhancing spatial coherence and emotional resonance. Correlation analysis further identifies spatial layout, content clarity, and interaction complexity as key predictors of immersion. Qualitative findings corroborate quantitative results by revealing user preferences for context-aware narratives and low-friction interactions. Based on these findings, the study derives evidence-based design guidelines that link empirical UX outcomes to sustainable, non-intrusive AR deployment strategies for public art. The proposed framework provides actionable insights for artists, designers, and technologists seeking to create accessible, immersive, and context-sensitive AR public art experiences.

Item Type:	Article
Uncontrolled Keywords:	Augmented reality
Subjects:	Q Science > QA Mathematics > QA71-90 Instruments and machines > QA75.5-76.95 Electronic computers. Computer science
Divisions:	Faculty of Artificial Intelligence & Engineering (FAIE)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	02 Apr 2026 07:44
Last Modified:	02 Apr 2026 07:44
URII:	http://shdl.mmu.edu.my/id/eprint/15673

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