“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 did the answer we had expected to hear—the mounted Chinese character Fú (福), a traditional way of celebrating Spring Festival. We were shocked about this since we had thought confidently that nobody would misunderstood it, but the fact gave us a solid slap. 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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