1. Problem Statement
The contemporary urban landscape faces significant challenges in creating meaningful and sustainable spaces that foster a deep sense of belonging among citizens. This research addresses this fundamental issue through the lens of Rasht City, the largest and most populous urban center in northern Iran. Despite its rich cultural heritage and distinct identity, Rasht grapples with considerable deficiencies in its urban graphic design. The core problem lies in the presence of visual elements that are incompatible with the local cultural fabric, leading to public space confusion, diminished social interactions, and a weak expression of visual identity. These issues not only erode the sense of place attachment but also fundamentally hinder the creation of sustainable and meaningful urban environments. The absence of a coherent, multi-dimensional strategy for urban graphics has resulted in a scenario where their potential as a key factor in shaping the urban experience remains largely untapped. Consequently, this study positions itself to redefine the role of urban graphics, moving beyond their mere functional purpose, and investigates their capacity as a significant influencer in enhancing the sense of place. The primary research questions guiding this inquiry are: A) How do urban graphics influence the enhancement of the sense of place in Rasht’s urban spaces? B) Which dimensions of urban graphics have the most substantial impact on this enhancement?
Keywords: Urban Graphics, Enhancement of Sense of Place, Urban Space, Statistical Ranking Analysis, Rasht City

2. Research Methodology
This study employs a descriptive-analytical and survey-based research methodology. The theoretical foundations of urban graphics and sense of place were first established through an extensive review of relevant literature. From this, urban graphics were conceptualized as a multi-dimensional construct comprising six distinct dimensions: Functional, Semantic, Social, Psychological, Economic, and Environmental. A researcher-made questionnaire was developed to measure citizens’ perceptions of these dimensions and their relationship with the sense of place. The statistical population consisted of citizens over 18 years old in Rasht. Using Cochran’s formula, a sample size of 383 individuals was determined, and stratified random sampling was employed for data collection.
The validity of the questionnaire was confirmed through content validity, verified by a panel of urban planning and design experts. Its reliability was assessed using Cronbach’s alpha, which yielded a satisfactory coefficient of 0.706, indicating acceptable internal consistency. The collected data were analyzed using both descriptive and inferential statistics. Descriptive analysis (mean, standard deviation, skewness) provided an overview of the data distribution for each component. To examine the relationships between the different dimensions and the sense of place, Spearman’s correlation test was utilized. The core of the inferential analysis involved the application of Partial Least Squares Structural Equation Modeling (PLS-SEM). This advanced technique allowed for the simultaneous analysis of causal relationships between the multiple latent variables (the six dimensions) and the dependent variable (sense of place). The significance of the path coefficients within the SEM model was rigorously tested using a bootstrapping procedure to ensure the robustness and statistical significance of the findings.

3. Findings and Conclusion
The descriptive findings revealed a varied performance of urban graphics across different dimensions in Rasht. The Functional dimension recorded the highest mean score (3.86), indicating its perceived strength, particularly in wayfinding and guiding citizens to important locations. The Semantic dimension followed with a mean of 3.09, suggesting a moderate success in reflecting cultural identity. In contrast, the Environmental (2.07), Psychological (2.49), Social (2.71), and Economic (2.76) dimensions were rated significantly lower, highlighting critical areas of weakness, especially concerning visual pollution, psychological stress, and weak social and economic linkages.
However, the causal analysis via PLS-SEM provided a more nuanced and strategic prioritization. The model demonstrated that all six dimensions had a direct, positive, and statistically significant impact on the sense of place. Remarkably, the model’s explanatory power (R² = 0.996) indicated that these six dimensions collectively explain 99.6% of the variance in the sense of place. The path coefficients (β) revealed the order of impact: the Environmental dimension (β = 0.333) emerged as the strongest predictor, followed by the Semantic (β = 0.315), Functional (β = 0.304), Social (β = 0.299), Economic (β = 0.298), and Psychological (β = 0.296) dimensions. The bootstrapping results (all t-statistics > 1.96) conclusively confirmed the significance of all paths. Key factor loadings further identified “reducing visual pollution” (0.864) in the Environmental dimension and “compatibility with historical and cultural values” (0.779) in the Semantic dimension as the most critical components.
In conclusion, while Rasht’s urban graphics are functionally effective, they currently operate more as a “wayfinding tool” than as a holistic “builder of place attachment, tranquility, and environmental sustainability.” The study concludes that for a qualitative enhancement of the sense of place in Rasht, urban graphics must be redefined within a comprehensive, multi-dimensional strategy. This strategy must prioritize environmental sustainability (combating visual pollution and using eco-friendly materials), deeply integrate cultural identity with economic development (using graphics for storytelling and targeted tourism), and consciously design for social interaction and psychological well-being. This paradigm shift requires integrated urban governance to transform urban graphics from a mere functional system into a cohesive “soft infrastructure” that weaves together the environmental, cultural, social, and economic fabric of Rasht, ultimately fostering a profound and sustainable sense of place among its citizens.