Applying the Methods of EGM and AHP to Approach the Preference Factors of Penmanship Seal Carving Imagery

Abstract

Classical Chinese characters, whether presented in calligraphy, seal carving, or painting, epitomize the multifaceted beauty and essence of Chinese script. They stand as paramount cultural treasures of the Chinese populace. Calligraphy and seal carving, two interrelated components within the realm of traditional Chinese art, have undergone successive transformations across generations. Nevertheless, owing to shifts in lifestyle and the march of modern technology, their initial utility in everyday writing and verifi cation has progressively waned. Instead, they have assumed an increasingly pivotal function in the domain of commercial art.
This study employs the Evaluation Grid Method (EGM) and the Analytic Hierarchy Process (AHP) to investigate the primary preference factors Influencing the utilization of calligraphy and seal carving imagery. Departing from conventional 5-point equidistant semantic questionnaires, this research adopts the golden ratio scale of non-equidistant semantic questionnaires, which differentiates the relative Significance of adjacent semantic levels. This approach accentuates the weighted importance of visual aesthetics. The objective is to transcend the established conceptions associated with Chinese characters, thereby facilitating more diversified avenues for presenting calligraphy and seal carving culture. The findings of this study contribute reference points and methodological insights pertaining to these culturally profound visual elements, thereby infusing them into the realm of industrial creative design.
The objective is not solely to advance the design industry and refine the quality of individuals’ everyday living spaces and aesthetic perceptions but also to elevate the artistic essence of goods and garner public recognition.