" Li" refers to the etiquette, courtesy, respect or honor speech or behavior. " Gift" is people to pay tribute to celebrate such feelings or wishes, gift items, it is one of the important media to promote emotion. " Ritual" contained in the gift, gift reflects the " ceremony" of the realm. As the saying goes" clothes make the man, the Buddha to gold", is about packaging. In the economic globalization today, packaging has become an inseparable part of the commodity.

One, overview of gift packaging

Gift packaging, is to adapt to people's daily life in social communication, each other heart and to present things that deliberately careful packaging. If equipped with appropriate gift packaging, can rise the icing on the cake, gifts, gifts worth improving atmosphere enhanced efficacy, in order to express the giver 's will, not only to protect the gift, convenient carrying gifts, to meet the spiritual needs of people.

In two, gift packaging design concept of emotional orientation

Emotional position refers to the use of products directly or indirectly impact consumers' emotional experience and positioning, using appropriate emotion arouse consumer deep chord, application and change of consumer psychology.

( a ) the emotional orientation design

1, the emotional orientation can give consumers more personalized experience. In 2, the brand premium strong emotional orientation. 3, the emotional orientation easier for consumers to memory. 4, the emotional orientation for brand extension to provide a broader space. ( two) emotion orientation of the scope of application of the design

1, suitable for emotion orientation of product category

(1) the popular commodities. (2) the upgrading of frequent product.

2, applicable to the emotional orientation of consumer groups.

( two) consumption psychology and gift packaging interaction principle

In 1, a plurality of consumption drives a plurality of gift packaging design

In 2, the cultural principle

(1), symbolic

Chinese traditional etiquette and custom involves totem worship, religion, philosophy, moral aesthetics and so on all aspects of culture, both heaven and earth stars, clouds, lightning and other natural landscape pattern, also with the help of a variety of plant and animal language graphics, and to abstract form symbolic philosophy, cultural awareness graphics.

(2), the customs of the

Many people since ancient times on some of the conventional etiquette and custom in. The traditional concept of gift packaging forms, contents, quantity, color and other aspects all have strict rules. For example, Chinese gifts like a red wrapper, commonly known as" red", one said auspicious, on the one hand and the evil demons; in the number, "6","8" is the most typical, respectively, meaning " smooth" and" hair", now on the market a lot of gifts is the use of6packing or 8in the form of packaging; the "4" are Chinese very taboo numbers, due to its homonym for" death", so the gift packaging should pay attention to its application.

(3), era

Each era has its corresponding culture, but in times of evolution could not previously culture completely replaced, nor may be missed, is bound to have a choice, trade-offs.