VISUAL DESIGN STRATEGIES FOR AGARWOOD CULTURE COMMUNICATION: HISTORY-CRAFT ANALYSIS AND DONGGUAN PRODUCT PACKAGING OPTIMIZATION

Abstract

ABSTRACT

This research focuses on Dongguan Agarwood Culture, a national intangible heritage in China’s core agarwood (Aquilaria sinensis) area, addressing key challenges amid cultural rejuvenation and globalization: intergenerational alienation, outdated packaging and identity crisis. It constructs an interdisciplinary framework for cultural inheritance and innovation, extracting core agarwood cultural symbols via mixed methods (311 questionnaires, interviews). The study develops four packaging prototypes, verified with 85% clearer cultural expression, 78% young consumer recognition and 35% higher brand recognition. These findings establish a design paradigm for intangible heritage products, boosting cultural sustainability and industrial development.

Keywords: Dongguan Agarwood, Intangible Cultural Heritage, Identity-Oriented Packaging, Cultural Semiotics, Contemporary Aesthetics