Cultural and Creative Products with Macao Road Signs as Elements

Macao has benefited from the integration of multi-culture. It has diversified cultural contexts and unique historical and cultural representations. This manifestation is the collision between Portuguese and Macao cultures, showing its cultural value. In addition to the well-known buildings such as the Archway of San Ba in Macao, some totems in Macao culture have also created its unique local visual elements, and their characteristics frequently appear in the public’s field of vision, which is rich in Macao regional characteristics. However, Macao’s cultural and creative products are limited in variety, and up to now can not clearly reflect the unique image and culture. Also the local cultural attributes of the products are relatively lacking. As a result, instead of having a good promotion effect on history and culture, it may have ignored consumers’ demand for cultural experience, which makes it hard for consumers to buy satisfactory featured goods. In this study, ceramic road signs with blue characters on white background are selected as extraction elements to design and discuss cultural and creative products, so as to explore how to transform Macao culture into cultural and creative products, and whether the produced cultural and creative products can improve consumers’ purchase intention and cultural identity.