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Frontiers in Art Research, 2022, 4(17); doi: 10.25236/FAR.2022.041713.

Analyze the auspicious patterns in ancient signboards


Qinyan Zhang, Albert Young Choi

Corresponding Author:
Qinyan Zhang

Hanyang University, Ansan-si, 15588, Korea


Signboards are symbolic trade signs used by ancient Chinese shops to attract customers. With rich concrete forms and abstract allegorical elements as the carrier, it constitutes the market landscape with rich connotations in ancient China. Signs are also symbolic and use signifiers to convey certain information. There are a lot of auspicious patterns in the use of signs. These patterns are the main symbol in the sign, or a detailed decoration. Signboard design process references Chinese folk customs and has a strong emotional color included. Different design languages are also expressed through different pattern combinations. These auspicious patterns are representative of symbolic culture. Symbolic culture exists widely in Chinese culture, but it has not been fully appreciated and understood. Characteristics is very important for the sustainable development of contemporary design. These auspicious patterns are used in each detail of the signboard. From the symbolic point of view, the deep meaning behind the sign is not only to attract business customers to patronize. We acknowledge the form of pattern is so simple, it is used to convey humanity through the ages which included their value beliefs and the cultural codes that have been followed from ancient times. These auspicious patterns are the aesthetic pursuit of the people, signboards have rich cultural accumulation worth learning from us.


Signboard, Auspicious pattern, Symbolic culture, Aesthetic regularity, Cultural connotation

Cite This Paper

Qinyan Zhang, Albert Young Choi. Analyze the auspicious patterns in ancient signboards. Frontiers in Art Research (2022) Vol. 4, Issue 17: 63-72. https://doi.org/10.25236/FAR.2022.041713.


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