From Symbol to Perception: Cultural Imagery Construction and Five Elements Visual Transformation in Chinese Herbal Medicine Packaging
List of Authors
Azhar Abd Jamil, Gan Lu
Keyword
Chinese Herbal Medicine Packaging, Five Elements Patterns, Visual Symbols, Cultural Imagery, Design Practice
Abstract
As traditional culture gains increasing importance in contemporary design, Chinese herbal medicine packaging faces the challenge of effectively bridging functional communication and cultural identity. This study, grounded in semiotics and the theory of perceptual imagery, explores visual transformation strategies for cultural imagery in packaging patterns. By extracting traditional visual symbols and constructing a coherent visual language, and through case analysis of representative medicinal products, the paper reveals a pathway for cultural imagery construction from symbol to perception. It offers theoretical support and design references for the cultural expression and brand communication of traditional medicine packaging in the modern market, and presents practical visual transformation through three redesigned packages guided by the Five Elements theory.