Inter-Cultural Communication Through Visual “Collage”

This thesis attempts to develop a visual “collage” system to achieve inter-cultural communication between different cultures on packaging. By breaking the boundaries of multiple visual formats and reorganizing the cognition sequences, the “collage” works as a visual semiology, not only to convey detailed messages but also to express metaphorical information. There are no limiting rules to compose the “collage,” which can include videos, graphics, type, image and an array of culturally specific symbols. This visual language will be integrated with an equally evocative packaging form.

For tea packages, the first layer of symbolism is the shapes of packages, which come from the teas' origin, Huang Mountain, Anhui Province, China, where is famous for its grotesque shapes of peaks and stones.

The second symbolic layer is the material of packaging, paper. It signified the part of impression to China, because the first paper making process was documented in China.

The third layer of the signifier is these icons which reflect the flavors and ingredients.

For beef jerky packages, the package shapes are the signifier to the origin of the company, Grand Canyon. On the other side, these shape also get inspirations from cattle breeds.

The second layer of symbolism is the aluminum material, which is part of the impression of the United States.

Beef jerky packages with pattern icons, these icons reflect the flavors and ingredients.

The video clip of protecting on package convey more associated information about the process of making leaf tea.

This part of the video clip is about the tea ceremony.