In the past, the phrase “Made in China” conjured up negative associations: cheap design, poor product quality, poor functionality, and banal communication solutions.
But in recent years, local Chinese branding has been conquering the global market. “Chinese” is becoming the new synonym for good. Design is winning important awards (Red Dot, Pentawards, IF Design Awards), inspiring revolutionary and conceptual.
How did this transformation take place? In what way is it expressed? And what can the design community be inspired by? Let’s dive into it.
Chinese branding is thriving. 10 years ago, no one believed in the need to develop branding in a socialist state, but today Chinese brands are taking over the market:
The perception of Chinese products is changing. It gets approval from the Chinese and the international community:
The secret largely lies in the characteristics of local businesses. Brands get a lot of support from the government and society as a whole.
The following trends can be highlighted:
In recent years, China has also often blocked the activities of international companies (Microsoft, LinkedIn, Amazon, Slack) that can compete with local corporations.
The perception of China is changing: from harsh reactions like “that’s weird” to admiration for innovation and minimalism. What trends are driving Chinese design and branding today?
Guochao (“Rising China”) is a trend to use elements of local culture. Brands see local consumers’ pride in cultural heritage and try to emphasize its elements in their communications:
Of great importance in China is the cult of the local astrological system. Sacred animals (monkey, tiger, stork, and others) and related legends often appear on packages.
China is part of the world’s culture. It actively adapts to modern trends. Minimalist layouts, graphics with realistic photo zones, and unusual designs are increasingly common in Chinese branding.
Chinese society is changing, and this is reflected in new trends. The values of the modern generation are described by the following terms:
Nature plays an important role in Chinese culture and philosophy. The religion of Taoism and the related principle of wu-wei (the principle of non-action) describe a caring attitude toward the world – knowledge without change or transformation.
This approach is reflected in naturalistic motifs, duplication of plant and animal patterns, and textures.
Food in China is more than a resource for health. It helps build interpersonal relationships and is a reflection of social status. This favorite theme is evident in brand packaging. They are filled with flavor metaphors and bright, appetizing images.
Chinese designers are good at working with the local hieroglyphic system and unlocking its potential in concepts. There are different variations and mechanics of reflecting the characters.
The love of nostalgia is strong in China. As an example, the White Rabbit candy brand is a kind of nostalgic brand for the older generation of consumers. In 2008, the brand left the shelves, but then it revived and carried out a large-scale rebranding, bringing back to childhood.
An unusual, sometimes contradictory social, political, and cultural background creates problems for creative development. And at the same time, it often opens new horizons – it allows you to find something special and unique in yourself and subsequently tell the world about it. This is exactly what China does.
Preserving traditions while being strongly influenced by socialism and state paternalism, Chinese design works on packaging and branding in a bold, distinctive, and authentic way.
This article was originally published by Shariy Ivan on Hackernoon.
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