ICON, SYMBOLS, AND MEANINGS: THE SEMIOTICS OF TRADITIONAL CHINESE MEDICINE IN PAIN RELIEF PACKAGING
DOI:
https://doi.org/10.55197/qjssh.v7i2.961Keywords:
traditional Chinese medicine, pain relief patch, icons and symbols, cultural heritage, modern branding strategies, consumer trustAbstract
This study deals with the semiotics of TCM packaging on pain relief patches, focusing on how visual and symbolic elements bring cultural and therapeutic meanings to products while shaping consumer trust and purchase decisions. Making use of theories from Saussure and Peirce, an analysis of these leading TCM brands, Vita Green, Yunnan Baiyao, and Lingnan Wanyingjinjiantie (a traditional Chinese drug of Lingnan region) is drawn, which reflects the use of icons, symbols, and color schemes. Traditional motifs, such as calligraphy, yin-yang imagery, and natural elements, emphasize cultural authenticity and trust for the domestic consumer. Modern design elements, including minimalist layouts, bilingual text, and cooler color palettes, are more suited to international markets, increasing accessibility and global appeal. The findings show that TCM brands equate tradition with modernity when integrating cultural heritage and contemporary branding strategies. This is an effective duality which allows them to reach different types of audiences and penetrate the maze of globalization without compromising authenticity. The study contributes to the understanding of how semiotic elements influence perceptions and provides insight into what directions TCM brands should look for when venturing outward. Future studies could look at consumer responses and the role of emerging technologies in upgrading the semiotics of TCM packaging.
References
[1] Balmer, J.M., Chen, W. (2017): Corporate heritage brands, augmented role identity and customer satisfaction. – European Journal of Marketing 51(9-10): 1510-1521.
[2] Clifton, R. (2009): Brands and branding. – John Wiley & Sons, Chichester 284p.
[3] DuPuis, S., Silva, J. (2011): Package design workbook: The art and science of successful packaging. – Fair Winds Press, Beverly 240p.
[4] Lagopoulos, A.P., Boklund-Lagopoulou, K. (2020): Theory and methodology of semiotics: The tradition of Ferdinand de Saussure. – Walter de Gruyter GmbH & Co. KG, Berlin 367p.
[5] Li, T., Chu, X., Lu, Y. (2024): Unveiling the elegance: The aesthetics of bamboo weaving art by the Sanjiang Dong ethnic group in Guangxi, China. – Journal of Sociology and Ethnology 6(1): 62-68.
[6] Liu, J., Nah, K. (2021): Analysis on the symbolic features of traditional water patterns in packaging design: Focus on the cases of packaging design in Korea and China. – Journal of the Korean Society Design Culture 27(3): 353-365.
[7] Nestler, G. (2002): Traditional Chinese medicine. – Medical Clinics 86(1): 63-73.
[8] Oswald, L.R. (2012): Marketing semiotics: Signs, strategies, and brand value. – Oxford University Press, Oxford 208p.
[9] Poulin, R. (2018): The language of graphic design revised and updated: An illustrated handbook for understanding fundamental design principles. – Rockport Publishers, Beverly 296p.
[10] Ruan, Y. (2023): Exploring the symbolism and cultural importance of Dunhuang lotus motifs. – International Journal of Education and Humanities 10(3): 22-24.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 DIFENG ZHANG, AZHAR ABD JAMIL, WEIWEI LI, ZAINATUL SHUHAIDA ABDULL RAHMAN
This work is licensed under a Creative Commons Attribution 4.0 International License.
