Decoding Tradition : Transforming the Cultural Features of Tang Dynasty Floral Medallion Motifs into Modern Product Design

Zhao, Qi and Faridah, Sahari (2024) Decoding Tradition : Transforming the Cultural Features of Tang Dynasty Floral Medallion Motifs into Modern Product Design. International Journal of Asia Digital Art and Design, 28 (4). 87- 96. ISSN 2189-7441

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Abstract

This paper aims to explore the meaning of the cultural object in the Tang Dynasty Floral Medallion motifs and extract their cultural features, then evolve their cultural features by using shape grammar, and color the motifs by adjusting the traditional colors to derive the innovative motifs. Finally, in order to verify the feasibility and validity of the methodology of this paper, 10 experts and designers in China were invited to evaluate the innovative motifs using the evaluation method of Kansei engineering. The results showed that 6 innovative motifs with different characteristics were obtained by applying the shape grammar to evolve the cultural features in the Tang Dynasty Floral Medallion motifs from different periods. By analysing the evaluation scores of the new motifs, it can be seen that each motif gives people a different feeling, and the motifs that dominate in the selection have originality, creativity, and neatness, which are very suitable for Cultural and Creative products. In addition, this study will provide an interface for designers to study the innovative design of traditional motifs and the transformation of cultural features into design elements during the design process. Keywords: Floral Medallion motifs, Shape Grammar, Cultural and Creative Product Design.

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