A Study on the Visual Expression of Macao's Portuguese Azulejo Elements in Cultural and Creative Packaging Design:The Case of Chui Heong Yuen Souvenir Packaging
Abstract
cultural exchange. Portuguese Azulejos, a prominent visual element in Macao's historic architecture, encapsulate both regional memory
and cultural symbolism. Taking the packaging of Chui Heong Yuen as a case study, this paper investigates how the visual genes of Portu
guese Azulejos are reinterpreted and innovatively integrated into cultural and creative packaging design. Based on visual gene extraction
theory, the study examines the Azulejos' characteristics through the three dimensions of form, color, and semantics, and subsequently
constructs a "formcolorsemantics" model for visual translation. The findings indicate that Azulejos motifs can strengthen brand identity
while facilitating the contemporary reinterpretation of Macao's cultural imagery. This research provides methodological insights for the
cultural redesign of traditional brands and offers a theoretical foundation for enhancing the visual language of Macao's cultural and crea
tive products.
Keywords
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DOI: http://dx.doi.org/10.70711/rcha.v4i2.9163
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