BA (Hons.

) Graphic Design LEVEL

06
STUDIO BRIEF 05
Module
Brief
OUGD603
Semester Outcomes Module
2 Assessed Tutors

The Chinese Witch Brews

Brief

Design and produce a guide-style publication on the different types of traditional Chinese medicines and
remedies (of questionable shapes and colours) in a trendy and modern way to extend its relevance to the
younger generation through deeper understanding of what they are. This includes both commercialized
(factory-produced) medicine (like Pei Pa Koa and Po Chai Pills) and raw ingredients (like fungus and
insects).

Background/Considerations

Background

You British have the Lemsip, and we Chinese have the Pei Pa Kao. Hailed for centuries in China as a
cure for coughing, but Pipa Tangjiang (Pei Pa Kao) - a sweet tasting syrup that was first discovered in the
Qing dynasty. Now, the herbal remedy is riding a wave of popularity in the Europe and the United States
thanks to New Yorkers' love of sharing new healthcare fads. Pipa Tangjiang, or 'sweet loquat syrup' in
Chinese, has reportedly become highly-prized in a city battling its most challenging flu season in years.
But this is only one of a plethora of Chinese ancient remedies that has survived through tens and
hundreds of years.

Traditional Chinese medicine (TCM) is readily identified with China by people overseas. This calls for an
increasing need of forms and catalogues to provide accurate information as a guide for prescription to the
non-Chinese community who want to opt for TCMs as an affordable complement to more costly
conventional healthcare. In light of modern globalisation and diaspora, TCM is favoured by Chinese
people all over the globe for its simple but effective diagnosis and treatment, forming an important and
distinct part of the Chinese culture. Although its use is far from being irrelevant and discontinued in the
Chinese community, there seems to be the increasingly detachment of its origins (ingredients) and actual
use (most of their uses are informally passed on through word-of-mouth, for example, through parents).

Hence, the rationale behind the publication is to provide a means to formalize and act as a reliable source
of guidance to the variety of Chinese medicines and their uses, so as to encourage a more
comprehensive understanding of the subject and its continued use in future generations, all the while
celebrating its heritage as an indispensable part of Chinese culture even in Chinese communities today.

Content Considerations:
• Research: Book design, marketing, production methods, techniques
• Type and layout
• Illustrative style
• Tone of publication

Production Considerations:
• Stock
• Print method
• Binding method
 • Scale and size
• Mock-ups and experiments
• Print finishes
• Commercial production and distribution
• Cost of production
• Preparing documents to be sent to print (digital or offset)
• Understanding colour/ink and related standards and systems (CMYK, Pantone, etc.)
• Identifying spot colour, spot varnish, die cut, emboss, and other finishes in digital artwork for
production
• What printers will be expecting - marks, bleeds, etc.

Target Audience
• The young, urban Chinese generation (millennials/aged between 16 to 30) who are more detached
to the knowledge and origins regarding traditional Chinese medicines.
• Anyone who is interested in finding more about traditional Chinese medicines and remedies.

Mandatory Requirements Deliverables

The publication should: • Publication

• Not rely on too bespoke production methods
for easy mass production and distribution.
• Provide accurate information and content on
the subject matter which is presented with
clarity – this is medicinal instructions and
guidance we are dealing with, which can
have serious implications on the reader if
information is misunderstood.
• Employ a suitable visual aesthetic to appeal
to the target audience and aim to reposition
TCM’s association of being outdated.

Academic submission requirements:

• Blogposts recording ongoing
reflection/evaluation
• Minimum of 6 design boards (Rationale,
Research, Initial Ideas, Development, Final
Outcome, Evaluation)

Studio Deadline Module Deadline

Proposed duration: (2 - 2.5 months) 11 May 2020, 3pm

11 May 2020, 3pm

Supporting Resources

https://nytrt.com/
https://www.pressreader.com/china/beijing-english/20180419/281543701515151
https://www.scmp.com/news/china/policies-politics/article/2052282/traditional-chinese-medicine-gets-nod-
abroad
https://www.telegraph.co.uk/news/2018/02/27/chinese-herbal-cough-syrup-has-taken-new-york-storm/
https://www.tandfonline.com/doi/abs/10.1080/03670244.1997.9991516?journalCode=gefn20