“What do you think you are looking at?” We asked friends and colleagues with the picture on the right. Paper-cut? Red envelope? Package for Spring Festival gift? Wedding invitation? None of them really got the answer we had expected to hear—the Chinese character Fú (福) on the door of every family, a traditional way of celebrating Spring Festival. We were shocked about this since we were so confident that nobody would misunderstood it. It urged us to review our design strategy completely, which brought us our second proposal. —Now, it would be good to talk about the things that happened prior to this very moment.
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