Exploring Contemporary Visualizations of Traditional Chinese Symbols: A Case of Tea Packaging Design

摘要

Cultural practices are increasingly threatened by the advance of globalization. As such, the heritage preservation of cultural identity is a concerning issue that is exacerbated by the rapid growth and development of information technology. In response to the impact of technology and the fusion of global cultural influences, a shift is emerging in Chinese culture towards the preservation of unique cultural identities, including symbols from traditional Chinese culture that are prevalent in daily life. This illustrates a gap for scholars and practitioners focusing on visual design practices of translating traditional Chinese symbols into contemporary visual communication design (VCD), which includes theoretical and practical approaches for implementation. This sets a rich context for the study of how traditional Chinese symbolism manifests itself in contemporary global settings. To achieve this, the study adopts a practice-based methodology including mixed-methods using literature review with visual analysis, reflective practice, qualitative interviews and applied visual design practice.