Chinese-Thai Cross-Cultural Communication: Case Study on Zodiac Typographic Design

Abstract

2020 is the year that marks the 45th anniversary of the establishment of diplomatic relations between Thailand and China. Nowadays, Thailand is home to the world’s largest overseas Chinese community. In the meantime, Chinese tradition and culture are embraced by and blended into Thai people's livings. With the deepening of China-Thailand exchanges, the demand for cultural exchanges is gradually rising. This includes "Chinese, calligraphy, and Chinese zodiac" that are currently common in Thailand.

The objective of this article:

1.Study and analysis of Chinese and Thai calligraphy

2.Complete related designs to promote cultural exchanges between China and Thailand

3.Application into public signage and personal items

The Research Methodology of this article is the Design step in cross-cultural communication design: First, analyze the history and cultural origins of the exchange of two or more cultures. Second, Combine the results of the investigation and analysis to find the similarities and differences between the two cultures. Third,take the common ground of the two cultures as the breakthrough point and carrier of the design work. Under the premise of maintaining differences, carry out cultural fusion design work and complete initial design works using common or similar points as the carrier.After that, through questionnaire surveys, do expert visits and other related channels, evaluate and collect opinions on the initial design works. Fifth, according to the evaluation results and opinions of the design works, adjust the design works, improve and upgrade the design works. After that, develop related applications for design works, choose the corresponding design work application scope, and form for different countries. At last, the above steps can be cycled to continuously improve the design works.

The results of this article:

1. Cross-cultural design patterns and methods

2. Typography design for cultural exchange between China and Thailand

3. Application of graphic design for cultural exchange

-