Traditional Cultural Symbols in Packaging Design: A Semiotic Study on Misinterpretation and Commercialization

Jiang Huo; Azhar Abd Jamil; Zhaoming Yang

doi:10.47405/mjssh.v10i4.3340

Jiang Huo College of Creative Arts, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia
Azhar Abd Jamil College of Creative Arts, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia
Zhaoming Yang Lu Xun Academy of Fine Arts (LAFA), Shenyang, Liaoning Province, China

DOI: https://doi.org/10.47405/mjssh.v10i4.3340

Keywords: Semiotics, Traditional Cultural Symbol, Packaging Design, Misinterpretation, Bibliometrics

Abstract

The increasing application of semiotic theory in design research has generated significant interest in the role of traditional cultural symbols in packaging design. However, the widespread commercialization and superficial application of these symbols has led to frequent misinterpretations, undermining their cultural significance and reducing their effectiveness in brand communication and consumer engagement. This study examines the misuse of these symbols through a bibliometric analysis of 108 papers from the Web of Science database, using a semiotic framework to identify trends and categories of misuse in contemporary packaging design. The findings reveal five critical issues: (1) oversimplification of symbolic meanings, where rich cultural narratives are reduced to generic visual motifs; (2) neglect of cultural context, resulting in misalignment between the symbol’s historical and philosophical roots and its modern application; (3) lack of innovative application, leading to repetitive and unoriginal design strategies; (4) imbalance between visual appeal and functional requirements, aesthetics is greater than practicality; (5) weak correlation with brand identity, the arbitrary use of traditional symbols leads to a shift in the brand’s value. The study advocates for a culturally informed approach, balancing commercial viability with cultural authenticity. Packaging design can bridge cultural preservation, consumer engagement, and brand differentiation by integrating traditional symbols with a deeper understanding of their historical and semiotics. It offers theoretical insights and practical recommendations for designers and marketers to responsibly use cultural symbols, contributing to cultural sustainability and ethical representation of heritage in commercial design.

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