The role of design in creating recognisability and attractiveness of sport in China

Abstract

The relevance of this study stems from the growing trend of integrating cultural elements into the design of sporting events and products. Therefore, the purpose of this study was to cover the methods and elements of cultural adaptation in the design of sports paraphernalia and events in China. This study employed the systemic method, analysis, comparison, synthesis, deduction, and classification, which enabled a comprehensive consideration of the problem under study. The paper presents the findings of research of various aspects of design in the context of the Chinese sporting community, which helped to identify the following formative elements of Chinese design: Chinese philosophy and traditional concept of harmony and balance, symbolism, respect for history and tradition. The study covered the use of traditional Chinese symbols, colours, and visual elements, and demonstrated examples of their use in sports team logos and architectural objects, which helped in identifying key cultural features that have a substantial impact on design perceptions within sporting events and attributes. The study revealed the key role of design in the visual component of the 2008 Beijing Olympic Games; the findings suggested that design has become the language through which sport in China communicates with the public. Furthermore, design was identified as a way to shape China’s unique image in the world, a means of expressing cultural heritage, technological achievements, and national pride. The study substantiated that the significance of design in the context of sport in China lies in its ability to aesthetically beautify and emotionally enrich public perception and expand audience engagement with sport, i.e., to shape its recognisability and attractiveness. The materials of this study can be used in the development of training programmes for specialists in the field of design and marketing.