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"PURE" - A TASTE OF CHINA

Fu, Linying (2016) In Diploma work IDEM05 20161
Industrial Design
Abstract
The western culture has long been on the world stage in the design, business, and cultural activities while the beautiful Chinese historical culture has been forgotten. Culture communication
and acculturation improved design are fascinating fields. Combining design and business thinking is also an area that is worth to be researched. There are not many projects that have studied “cross-cultural” design with a focus on the study of different cultures of China and
Scandinavia (Sweden especially). There is still no everyday product brand that people could easily purchase in the market, which conveys a sense of Chinese culture that fit Scandinavians’ taste. The aim of this thesis is to rediscover the treasure in ancient Chinese culture and
... (More)
The western culture has long been on the world stage in the design, business, and cultural activities while the beautiful Chinese historical culture has been forgotten. Culture communication
and acculturation improved design are fascinating fields. Combining design and business thinking is also an area that is worth to be researched. There are not many projects that have studied “cross-cultural” design with a focus on the study of different cultures of China and
Scandinavia (Sweden especially). There is still no everyday product brand that people could easily purchase in the market, which conveys a sense of Chinese culture that fit Scandinavians’ taste. The aim of this thesis is to rediscover the treasure in ancient Chinese culture and
Chinese style design elements and integrated them into a Scandinavian-taste design. The goal is to create a brand, a series of products, and brand identities that combine with the core values of Chinese and Swedish cultures.

The thesis firstly presented the historical background and differences between two cultures. Secondly, the author conducted several design and market researches such as home observation,
picture selections, and interviews to test the taste of Scandinavian people. In the study, the author carried out a survey on Scandinavian preference for different elements of Chinese style and also how many percentages of the elements should be integrated into the design.
Thirdly, the author developed a brand system with the value of Taoism and Swedish Culture of “Lagom”, “openness”, “caring”. In addition, a branding and design “machine” that could quickly transform any Chinese factors into what could be sold in the Scandinavian market was created. In the end, the paper demonstrated sample product design to explain how to use the
“machine” and the brand visual identity system. Design projects usually would focus on the functioning innovation or a new way to use products. But seldom would focus on how to incorporated
from the business and marketing perspective from the beginning. In conclusion, this thesis studied and investigated the possibility of combining business thinking and commercialization
tools with design thinking, creating products that could be attractive on the market. I expect this thesis will lead to several positive results. First is to cultivate new thoughts of how to design a cross-culture brand and its products using the combination of business and
design methods. Second is that the branding “machine” could lead to a universal way of designing from a Chinese element to a Scandinavian taste products that could be popular in the Scandinavian market. Third is that Scandinavian people start to experience and like Chinese
culture. Finally, the author hopes the communication between two cultures would be prosperous. (Less)
Please use this url to cite or link to this publication:
author
Fu, Linying
supervisor
organization
course
IDEM05 20161
year
type
H2 - Master's Degree (Two Years)
subject
publication/series
Diploma work
report number
ISRN: LUT-DVIDE/ EX--16/50341—SE
language
English
id
8875229
date added to LUP
2016-05-27 15:36:50
date last changed
2016-05-27 15:56:12
@misc{8875229,
  abstract     = {The western culture has long been on the world stage in the design, business, and cultural activities while the beautiful Chinese historical culture has been forgotten. Culture communication
and acculturation improved design are fascinating fields. Combining design and business thinking is also an area that is worth to be researched. There are not many projects that have studied “cross-cultural” design with a focus on the study of different cultures of China and
Scandinavia (Sweden especially). There is still no everyday product brand that people could easily purchase in the market, which conveys a sense of Chinese culture that fit Scandinavians’ taste. The aim of this thesis is to rediscover the treasure in ancient Chinese culture and
Chinese style design elements and integrated them into a Scandinavian-taste design. The goal is to create a brand, a series of products, and brand identities that combine with the core values of Chinese and Swedish cultures.

The thesis firstly presented the historical background and differences between two cultures. Secondly, the author conducted several design and market researches such as home observation,
picture selections, and interviews to test the taste of Scandinavian people. In the study, the author carried out a survey on Scandinavian preference for different elements of Chinese style and also how many percentages of the elements should be integrated into the design.
Thirdly, the author developed a brand system with the value of Taoism and Swedish Culture of “Lagom”, “openness”, “caring”. In addition, a branding and design “machine” that could quickly transform any Chinese factors into what could be sold in the Scandinavian market was created. In the end, the paper demonstrated sample product design to explain how to use the
“machine” and the brand visual identity system. Design projects usually would focus on the functioning innovation or a new way to use products. But seldom would focus on how to incorporated
from the business and marketing perspective from the beginning. In conclusion, this thesis studied and investigated the possibility of combining business thinking and commercialization
tools with design thinking, creating products that could be attractive on the market. I expect this thesis will lead to several positive results. First is to cultivate new thoughts of how to design a cross-culture brand and its products using the combination of business and
design methods. Second is that the branding “machine” could lead to a universal way of designing from a Chinese element to a Scandinavian taste products that could be popular in the Scandinavian market. Third is that Scandinavian people start to experience and like Chinese
culture. Finally, the author hopes the communication between two cultures would be prosperous.},
  author       = {Fu, Linying},
  language     = {eng},
  note         = {Student Paper},
  series       = {Diploma work},
  title        = {"PURE" - A TASTE OF CHINA},
  year         = {2016},
}