From Folk Craft to Commercial Aesthetics: The Translation of Yuxian County Paper-Cut Motifs in Contemporary Packaging Design
DOI:
https://doi.org/10.63808/mca.v2i3.415Keywords:
Yuxian County paper-cut, Motif translation, Packaging design, Commercial aesthetics, Intangible cultural heritage revitalisationAbstract
The Yuxian paper-cutting technique, included in the UNESCO Representative List in 2009 and known as the only painting technique for paper cuts in China, has more often been incorporated into modern packaging designs; however, its decorative patterns have often been added without any communicative intent. The current research investigates the process of translating Yuxian paper-cut patterns into commercial packaging designs using a four-tier model. Artistic base investigation of Yuxian through documentary analysis is complemented by case-to-case comparison with regional agricultural products, cultural-creative gift boxes for festivals, and cross-branding. Layer imbalance turns out to be the cause of most failure modes, including symbolic appropriation, cultural vacuuming, and visual homogeneity. The strategy for progressive optimization from formal likeness through spiritual connection to semantic cohesion is presented as an organized correction process. Results build upon current research on transcreation of motifs in heritage and provide practical guidance for designers and brand managers working on heritage regeneration projects.
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