Chi-Hon Lu

Graduate Institute of Cultural and Creative Design, Tung-Fang Design University, Kaohsiung, Taiwan

Chieh-Yu Lin

Department of Fashion Styling Design, ChungYu University of Film and Arts, Keelung, Taiwan

Lin-Lung Lee

LongYuan Elementary School, Taoyuan, Taiwan

Jiann-Sheng Jiang

Graduate Institute of Cultural and Creative Design, Tung-Fang Design University, Kaohsiung, Taiwan

Ming-Hung Lin*

Department of Electrical Engineering, Cheng Shiu University, Taiwan

*Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.


Along with the rapidly changing time, there are classically inherited nice elements in the modern trend, among which bridal modeling in a vintage but innovative wedding is an important subject matter in cultural creation. The design of bride’s phoenix coronet modeling in Chinese culture combined with modern mixed media is applied to design three types of Chinese wedding hat, phoenix coronet, aiming to present innovative fashion style and meaning on the original imagery of phoenix coronet. To discuss the match of such a modeling design with consumers’ needs and imagination, Evaluation Grid Method (EGM) in Miryoku Engineering is utilized for inducing 8 attractive factors in phoenix coronet modeling design, including innovation, theme, gorgeousness, novelty, sense of history, classical practicality, fashion trend, and cuteness & liveliness. Importance-Performance Analysis (IPA) is further used for the questionnaire survey, where 131 potential consumers’ opinions are collected to analyze the importance and satisfaction of consumers’ cognition of the creations. In terms of the design, traditional exquisite phoenix coronet is analyzed and then given different gorgeous styles with modern craft creation. The IPA result shows that consumers consider “theme”, “gorgeousness” and “innovation” as more important attractive factors in the design of bride’s phoenix coronet, but appear less attraction on “classical practicality” and “sense of history”. It reveals that, even though tradition is the design element, the specificity and creativity of design are the important pursuit of designers.

Key words: Phoenix Coronet, Attractiveness Factor, Evaluation Grid Method (EGM), Importance-Performance Analysis (IPA)


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