Seollal Paper Promotion

For this project, I wanted to create a paper promotion from Neenah with a highlight on Korean New Year’s day or Seollal. From my research, I found that Koreans had a lot of influence from Chinese Daoist belief. One of which are the ten symbols of longevity. These symbols were often portrayed in the format of standing screens. They were displayed during the New Years so that people will have good luck throughout the year.

This promotion will brings attention to the lavish nature of the screens. Gold foil will be utilized to bring out some of the features in the screen as well as in the text description in the back. At first, I wanted to create a frame with colors inspired by the Korean palaces exterior with blue, red, green, and white, but I later changed it to a more intimate interior with the use of neutral brown and off-white. This was inspired by the decorations of the king’s sleeping chamber.