Exploration of Bird Totems in Contemporary Jewellery Design: Research on Bird Totem Jewellery Based on the Three-Level Function of Emotional Design

Abstract

This research explores the reinterpretation of bird totems in contemporary jewellery through the lens of emotional design. As significant symbols in ancient China, bird totems embody cultural identity and spiritual meaning. However, they are rarely used in contemporary jewellery, and their emotional and cultural values are often overlooked. To address this gap, the study applies Donald Norman’s Three Levels of Emotional Design—visceral, behavioural, and reflective—to examine how jewellery design can create emotional connections with bird totem imagery. Grounded in symbolic constructivism and guided by practice-based methodology, the research integrates theoretical analysis with design experimentation. It investigates how visceral aesthetics stimulate behavioural interaction and ultimately foster reflective cultural resonance. The findings suggest that emotional design enhances sensory and interactive experiences while revitalizing the symbolic and spiritual significance of bird totems. This approach reveals their regenerative potential in contemporary jewellery and offers a new pathway for reinterpreting and transmitting traditional cultural symbols within a modern design context.