A sign of the times

In the age of global branding, instantaneous communication, and generative AI images, the symbols that we see in our daily lives circulate at an unprecedented rate. A study in the International Journal of Information and Communication Technology argues that if the symbols we share are to foster understanding rather than confusion, designers must treat them as carriers of cultural meaning, not mere decoration.

The team has used communication science, design theory, and semiotics, the study of signs and how they create meaning, to propose a systematic, evidence-based framework to identify, refine and test traditional cultural symbols. Their concept echoes an insight by Ferdinand de Saussure that suggests that a sign is not simply a form but a form bound to shared content. A flower or mythical creature, in this view, evokes memories, values and beliefs as much as it depicts the object it illustrates.

As digital platforms accelerate the circulation and mutation of images, we experience the fragmentation of symbols and signs. Moreover, in the age of generative artificial intelligence, almost all content is being cannibalised and regurgitated as derivative works, visual motifs are thus losing their inherited symbolism or, at best, being misappropriated or diluted. In the face of these changes, the researchers suggest that semiotics has now become a necessary part of creativity and perhaps the only hope of our conserving our symbols and their significance.

In their paper, the researchers discuss a five-step process beginning with systematic data collection and identification of culturally significant symbols. They followed this with a cross-cultural analysis, design refinement, and empirical testing. Statistical analysis together with expert review allowed them to look at specific symbols, such as the blue-and-white porcelain motifs featuring the lotus, peony, and plum blossom. As a good example of symbolic art, these patterns scored highly for clarity, adaptability, and perceived authenticity. The lotus is widely associated in East Asia with purity and renewal, the peony with prosperity and honour, and the plum blossom with resilience in adversity. Their visual simplicity combined with layered symbolism appears to aid translation into contemporary branding, the analysis found. More complex imagery failed to ignite the imagination of general audiences, although it was recognised as culturally significant by the experts.

Quantitative evaluation thus shows the different priorities associated with authenticity and meaning, challenging assumptions of universal interpretation for even familiar symbols that might be used in marketing and branding.

Li, A. (2026) ‘Research on the identification and optimisation of traditional cultural symbols from the perspective of cross-cultural communication’, Int. J. Information and Communication Technology, Vol. 27, No. 9, pp.18–38.