The Design of Chinese Hetian Jade Patterns Based on the Perspectives of Generation Y Consumers

Name: Bao Junhong

LCSH: Hotan jade

LCSH: Hetian Jade

Abstract: The research aims to analyze the existing types and design characteristics of Hetian jade patterns, examine the consumption characteristics of Generation Y consumers, investigate the reasons and demands of consumers for purchasing Hotan jade, and propose appropriate pattern design recommendations for Generation Y consumers. This study combined literature analysis and questionnaire surveys, focusing on the existing Hotan jade patterns in 2023 and surveying 200 Generation Y consumers. Data analysis of the survey on Generation Y consumers' preferences for Hotan jade pattern design was conducted by using percentages, mean, and standard deviations. The research findings are as follows: Through literature analysis, five patterns of Hotan jade are as follows: gods and Buddha image, zodiac animals, auspicious animals, auspicious plants, and abstract patterns with auspicious meaning. The design characteristics of existing Hotan jade include plain jade stone shapes and complicated traditional pattern designs by using relief painting, round carving, perforating, carving, or a combination of various carving techniques. The majority of the carvings exhibit traditional styles, complex patterns, and realistic forms, while the decoration pieces combine the contemporary with innovative materials and abstract designs are less common, Issues identified include a lack of innovation, the failure to simplify, modernize, and personalize the traditional cultural elements. Generation Y consumer characteristics identified through literature analysis include a preference for privacy, diversity, innovation, emotional resonance, and price sensitivity. The survey reveals that the diverse reasons for Generation Y consumers to purchase Hotan jade are cultural appreciation, traditional identity, the blending of tradition and modern aesthetics, self-expression, and investment value for the collection. Their purchasing trends are traditional design rather than modern design to express cultural appreciation and traditional identity. The suggestions from the survey on the pattern design for the characteristics of Generation Y consumers are as follows: firstly, choose higher quality white jade, green-white jade, green jade, or sugar-white jade for the design of braided rope and 18K gold inlaid jewelry; secondly, The design of auspicious characters or auspicious animals and plants is based on simplicity, utilizing the combination of figurative and abstract modeling to present new shapes combined with various shapes and strengthening the use of line elements; finally, using a variety of carving techniques to emphasize the delicacy of small-area patterns and the hierarchy of large-area patterns.

Chiang Rai Rajabhat University. Academic Resources and Information Technology Center

Address: CHIANG RAI

Email: arit@crru.ac.th

Name: Tian Shangfei

Role: Major-Advisor

Name: Huang Huiling

Role: Co-Advisor

Created: 2024

Modified: 2025-06-27

Issued: 2025-05-26

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Fine Arts

Level: Master's Degree

Descipline: Art and Design

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