Structural Relationship Analysis of Improvement Factors in Agricultural Brand Design in Suzhou under the New Retail Context

This study empirically analyzes the effects of agricultural product brand design on consumer perception and purchase intention in the context of New Retail, focusing on Suzhou, China. In recent years, agricultural branding has shifted from product quality-centered marketing to a strategic tool for emotional connection and regional identity through differentiated design. Based on six key design elements—logo, color, font, packaging, IP, and UI—this study conducted a consumer survey and employed a structural equation model (SEM) to examine the causal relationships. The analysis revealed that all design elements had a significant positive impact on user perception, and user perception played a significant mediating role in influencing purchase intention. Among these, packaging and color design showed the most substantial direct and indirect effects. These findings suggest that agricultural product brand design can influence not only visual appeal but also consumers' emotional responses and value judgments. Unlike previous studies, this research utilizes consumer data from a mid-sized city to explore the integrated influence of visual design elements and their mediating structure, thereby presenting the practical value of visual design in the strategic development of agricultural brands.