An Exploration and New Aesthetic Look of Traditional Chinese Wedding Symbol on Packaging Design

Foong, Yen Row (2020) An Exploration and New Aesthetic Look of Traditional Chinese Wedding Symbol on Packaging Design. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The study attempts to investigate the visual exploration and new aesthetic look of traditional Chinese wedding symbols on packaging design that can be taken as an alternative method which encourage more betrothed couples from the younger generation to adopt the contemporary wedding practices. Despite adhering to the traditional Chinese wedding culture elements, contemporary design of traditional Chinese wedding symbols on the packaging does not make a disappearance of the traditional Chinese wedding culture. Notwithstanding, the new aesthetic look of traditional Chinese wedding symbols on packaging actually comprises the element of traditional Chinese wedding but it has helped to transform into a developed and interesting version of symbol that allows a lot more Chinese betrothed couples to accept and understand the traditional element in a modern way. Packaging is a physical object that communicates social meaning related not only to the product itself but also to traditional Chinese wedding culture. It is to have a better understanding of social meaning for traditional Chinese elements on contemporary wedding packaging. Through visuals, the researcher acts as a designer to do an experiment on exploring the traditional Chinese wedding symbols into a new aesthetic look on packaging design. The scope of this study is to produce a new aesthetic look of traditional Chinese wedding symbols with packaging design which can be accepted by the younger generation nowadays. The researcher has conducted two case studies to further understand the objectives of the researcher’s topic. The researcher has the privilege to interview Mr. Stephen Foong, a wedding consultant with more than 15 years of experience and Mr. Desmond Ma who has 15 years experience in the graphic design industry and 6 years experience in wedding planning. The researcher has also selected some references journal and their contents for analytical purposes for reference. The researcher has analysed and has come up with ten designs of new aesthetic look of the traditional Chinese wedding symbols on packaging design, according to the reseacher’s design statement.