Mooncake packaging design : an exploration of Mid-Autumn Festival symbolism and minimalist design : a thesis presented in partial fulfillment of the requirements for a Master in Design at Massey University, Wellington, New Zealand
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Date
2019
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Massey University
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Abstract
In this Master of Design thesis project, I explore the excessive packaging of
Chinese Mid-Autumn Festival mooncakes and the positive impact of minimalist
design on the current packaging trends. In particular, I explore how minimalist
design can be subtly applied to mooncake gift-box packaging so as to reflect the
traditional values associated with the Mid-Autumn Festival while also offering
today’s young Chinese a new approach to this symbolic packaging. I explain,
through my design exploration of the legends and customs associated with this
ancient and notable festival as well as the visual symbolism, colors, materials,
and forms used in mooncake packaging, how this new approach draws
inspiration from Japanese minimalist design and traditional Chinese motifs.
Through this packaging design exploration, I hope to offer an alternative that
maintains the integrity of this festival and its ancient customs.
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Copyright permission has not been obtained for some Figures, but these have been retained owing to broken links or for the sake of clarity.
Keywords
Gift wraps, Food, Packaging, Design, Symbolism in art, China, Minimal design, Japan, Mid-autumn Festival