The influence of Chinese calligraphy on cultural and creative product design: A perspective of emotional preferences

Chinese calligraphy, inscribed in the UNESCO Intangible Cultural Heritage list, is one of China’s most significant contributions to world civilization. It is possible to uncover the emotional expressions embedded in the creator’s writing process by capturing the visual perception of calligraphy. This provides a valuable approach for understanding consumer preferences in the design of cultural and creative products. Based on these insights, designing products can not only enhance their cultural attributes but also position them as new mediums for promoting Chinese calligraphy.This research, grounded in the theories of visual perception and emotional expression, focuses on the character "永" as the central theme. It uses four visual styles from prominent Chinese calligraphers—Wang Xizhi, Su Shi, Huang Tingjian, and Mi Fu—known for their distinctive xingshu (semi-cursive script). These styles serve as prototype samples for analysis. By employing affective engineering measurement methods, the study quantifies consumer preferences and emotional responses to these calligraphic styles, providing an empirical analysis of how different calligraphic forms influence consumers’ emotional preferences.The results of this study will offer valuable insights for cultural and creative product designers, helping them understand individualised consumer preferences from the perspective of calligraphic style. This understanding will enable designers to use new technological approaches to create culturally relevant and aesthetically appealing products. By integrating these insights into product design, the study aims to advance the precise design of cultural products and promote Chinese calligraphy, thereby enhancing its cultural significance through modern design practices.