SYMBOLIC EVOLUTION MODELS OF CHINESE AUSPICIOUS SIGNS “FU” AND “XI” IN CONTEMPORARY BOOK DESIGN

Abstract

Chinese auspicious symbols are not merely decorative motifs; rather, they serve as folkloric emblems that embody aspirations, emotional sentiments, and cultural identity. In the realm of contemporary book design, these symbols have emerged as vital visual resources for shaping cultural themes and establishing emotional atmospheres; however, their folkloric functions, symbolic logic, and evolutionary divergences have yet to be fully elucidated. Against this backdrop, this study aims to identify – and theoretically substantiate – two distinct evolutionary patterns within the spectrum of Chinese auspicious symbols: "Fu" and "Xi". Furthermore, it seeks to articulate the implications of these patterns for contemporary book design practice. Situated within a theoretical framework of folklore studies, this research employs comparative analysis to examine functional divergences between these two symbolic types; structural analysis to dissect their visual characteristics; semiotic analysis to uncover the mechanisms by which they convey meaning; and case-based visual analysis to interpret the specific operational dynamics of these symbolic patterns within the context of contemporary book design. The findings indicate that "Fu" exhibits characteristics of "symbolic expansion," wherein its semantic scope expands – through homophony, visual substitution, and stylistic patterning – into non-textual visual mediums. Conversely, "Xi" demonstrates characteristics of "symbolic cohesion," wherein its symbolic efficacy relies primarily on the repetition, symmetry, and reinforcement of its textual structure – culminating, particularly within the context of wedding customs and rituals, in the formation of stable, ritualistic symbols. These two evolutionary patterns directly influence the strategies of visual translation employed in book design: the former lends itself more readily to abstract, symbolic, and non-textual forms of expression, whereas the latter necessitates the preservation of the core calligraphic structure and symmetrical order. The innovative contribution of this paper lies in its proposal of the "symbolic expansion" and "symbolic cohesion" models for the evolution of auspicious symbols, thereby revealing the direct correlation between these evolutionary dynamics and the strategic approaches adopted in contemporary book design