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Day 5354

Branding
Student project
2024

How it started

It first started with an interest in AI generation. AI of course is an emerging technology that grows more powerful by the day. I wanted to explore what AI can do in terms of cultural design. When using AI and prompting it to create a “Chinese packaging design” or anything design related, you get common patterns and symbols that kept appearing in the designs. From the AI’s perspective, Chinese design is often portrayed with traditional symbols like lotus flowers, lanterns, pandas, and paper cuttings. There’s very little variation.

The Challenge

This kind of output shows an implicit bias. The AI is pulling from tons of existing data but doesn’t understand what’s a meaningful cultural reference versus a stereotype. It reflects how saturated the internet or in general is with clichéd Chinese design, which can end up reinforcing how Chinese culture is limited to these symbols. Contemporary Chinese graphic design is much more diverse, innovative, and multifaceted than the traditional symbols and aesthetics often portrayed. The problem arises when these patterns are used without a proper understanding of their cultural context or significance. They can be reduced to mere decorative elements, which loses their deeper meanings and historical context.

The Response

So with all that exploration, I came up with the question: How might I create a contemporary approach that is unique and identifiable, while maintaining traditional elements and preserve Chinese culture. As I explored the cultural landscape of Hong Kong more deeply, I was drawn to its distinctive visual language—particularly the urban elements like neon signs, digital screens, and the often-overlooked world of spam advertising. While the vibrant colors of neon signage are a well-known visual symbol of Hong Kong, I felt relying solely on them could feel somewhat clichéd. By incorporating inspiration from spam advertising—a less commonly used graphic reference—I aimed to strike a balance and offer a more nuanced reflection of the city’s visual culture.

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