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Integrating Regional Cultures through Visual Semiotics in Shijiazhuang’s Metro Signage Design

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Shijiazhuang (SJZ) started its metro construction rather late as compared to other cities in China, but at present, it has three metro lines in operation. This study critically evaluates the signage of SJZ’s Metro, with a specific focus on embedding regional culture to resonate with the ‘New SJZ, New Style, New Metro’ ethos. Through participatory action research, six local metro users were deeply involved in the design process. Initial cultural probes and interviews assessed the existing signage system. The collected data was analysed through thematic analysis using NVivo 12 and identified regional cultural aspects deemed significant by the users. The study found that while the metro signage system serves its primary functional purpose, there is considerable scope for cultural enrichment. and identified regional cultures were Xibaipo, Xinbai Plaza, Beiguo Commercial Building, Zhengding Ancient City, Zhaozhou Bridge, Hebei Provincial Museum, and SJZ Old Railway Station. These cultures were then extracted and translated to become meaningful visual symbols using a design framework developed based on Morris’s semiotic theory. Specific colours, shapes, pictograms, and fonts for the metro signage system were developed, revised, and finalized with the involvement of the users. The reimagined signage system was found to enhance the user experience by fostering a stronger sense of identity and belonging. It also holds the potential to elevate the city’s image and competitive edge. In demonstrating the interplay between regional culture and public transit design, the study contributes to the discourse on cultural representation in urban environments. It posits that a metro system that reflects the city’s heritage can significantly influence civic pride and the city’s cultural narrative. Overall, this research provides a framework for infusing regional culture into metro signage system design, with implications for improving urban identity through transportation infrastructure.
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