A Comparative Study On The Design Of Holiday Gift Packaging Between China And Japan

The revival and development of traditional festivals in China has been a topic of discussion for a long time,although many distinctive traditional festivals and customs have gradually faded out of people’s daily lives with the development of society,but giving gifts to family and friends during the traditional holiday season is still the most popular choice.Holiday gift packaging design is not only a powerful tool to enhance the added value of goods,but also a beautiful coat to wrap up the festival culture and people’s wishes.Excellent holiday gift packaging design can show the cultural charm of traditional festivals while conveying feelings,so as to impress consumers and make them identify with the holiday gift packaging and traditional holiday culture.The Japanese people like to buy gifts for their family members and friends in their daily life,and the normalization of gift giving behavior has also made its gift packaging design develop rapidly.The gift packaging design in the Japanese market has gradually formed a unique Japanese style.Moreover,various gifts packaging design also shows the cultural charm of the Japanese nation.In China,on the one hand,people’s giftgiving needs are increasing year by year.On the other hand,holiday gift packaging design has gradually developed from the perspective of "interest first".The most basic cultural and emotional appeals of holiday gift packaging have been replaced by the superficial sense of form.The homogeneity of gift packaging design is serious,and it is difficult to stimulate consumers’ desire to buy.On the basis of market research,a comparative study of Japanese and Chinese holiday gift packaging design can directly reflect the shortcomings of domestic holiday gift packaging design,and one-to-one design methods are found to solve outstanding problems,this paper makes use of the excellent design experience of Japan to improve the packaging design of Chinese holiday gifts,and explores new expressions of packaging for holiday gifts in response to the cultural,emotional and experiential demands of consumers.At the same time,the innovation and transformation of holiday gift package design can also promote the traditional festival to develop new customs in the new social environment,and improve the cognition,acceptance and liking of festival culture.As Japan has accumulated a wealth of excellent design experience and unique insights in the design field,this paper sets out from the perspective of comparative studies between China and Japan,with a view to using Japan’s excellent gift packaging design experience to solve their own holiday gift packaging deficiencies.First of all,the topic of holiday gift packaging design related concepts,clear holiday gift packaging design needs to meet consumer demand,in order to guide the analysis and design practice.Secondly,through field research in the domestic market and the Japanese market,a large number of holiday gift packaging cases were collected,combined with network data and literature data,and compared and analyzed one by one from the three aspects of the packaging design’s spatial form,material texture,and visual elements.Next it summarizes the different design concepts,design styles,and expression techniques of China and Japan,and clarifies the main manifestations of the homogeneity of holiday gift packaging design in China.Then condense a reasonable and feasible design method from Japan’s excellent design experience,and guide the practice to improve the homogeneity situation.That is to use metaphor to solve the problem of single expression of packaging space form,to use three-dimensional method to solve the problem of inadequate expression of packaging material texture,to use the method of scene to solve the problem of low visual element identification.Finally,based on the above methods for holiday gift packaging design practice,grasp the relationship between gift packaging “shape” and“emotion”,can create a warm,textured gift,better promote the emotional communication between people,to enhance the sense of ceremony in the traditional holiday gift-giving,so as to promote the innovative development of the excellent traditional culture in the new era.