This study explores the meaning and function of Chinese auspicious patterns in the temples of Taiwan in order to discover the conventions and criterion applied in role design for the creation of mascots for marketing campaigns. Furthermore, we examine how these principles stimulate the practice of role design and influence the thinking of designers. As an integral part of Chinese culture and history, religious beliefs and worship are a crucial element of role design. Artists' interpretation stems from a deep-rooted understanding of historical cultural contexts as well as more recent influences. Drawing on these rich sources, they create innovative roles using subtly nuanced representations and emotive language. The analytical results of this study are as follows: 1 The meaning and inherited value of role design depends on communally-held religious beliefs, and innovation in this field is accomplished through an integration of past values and current trends. 2 Role design originates in an artist's conviction in the doctrines of his religion. Thus role design is an incarnation of self-consciousness. 3 Role design should first embrace traditional historical values before moving towards novel creations through "re-definition, re-design, and re-innovation."
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