Steps Toward Interpreting the Traditional Chinese Medicine Phenomenon in Contemporary Packaging: Design for Pervasive Cultural Belief Structures

This pilot study is aimed at drawing connections between food product packaging communication and the long-standing belief of Traditional Chinese Medicine (TCM). If effective packaging design, which relates deeply to the “Four Natures” (四性 Si Xing) belief system of cold-to-hot can be executed, a deeper connection can be made with the consumer. Through existing product analysis and interviews, we seek to better understand the relationship between the long-standing Four Natures system and current consumer preference. This would result in the ability to design for improved appeal, and ultimately increase inclination to purchase among consumers.