Visual communication in cross–cultural design

Abstract

The Chinese Zodiac, a 12-year cycle that ancient Chinese people use to count years, is considered as a very important and seminal part of traditional culture in China and. Now, more and more foreigners are being introduced to this traditional culture of China. Consequently, there are many books about Chinese Zodiac have been published because of its increasing exposure. Currently, though people have access to a large variety of information about Chinese Zodiac, most of the information is ineffective. Through research and conceptual experimentation, effective visual design solutions that convey the essence of the Chinese Zodiac were developed in this thesis. The purpose is to help Western people better understand and develop interest in traditional Chinese culture through design, to enhance the communications and exchanges between Eastern and Western culture and to show how design can improve them. The project integrates illustration, book and series poster design.