| As an important part of Chinese civilization,Wu Culture is rich in material and spiritual resources.Under the trend of the revival of traditional culture,the integration of culture and tourism,and the innovation and development of time-honored brands,Wu Culture can be inherited and spread through the bridge of gift packaging.At the same time,consumers’ aesthetic changes,demand upgrades,pay more attention to emotional needs,the pursuit of cultural connotation,so also put forward higher requirements for Wu Cultural region’s gift packaging design.This paper studies the gift packaging design from the perspective of Wu Culture.Starting from the relevant theories,current situation and problems,design principles,strategy and method research and specific design practice,this paper connects the metaphysical Wu Culture context with the physical gift packaging design itself,explores the current Wu Cultural region’s gift packaging "how to design" problem,and builds the contemporary Wu Culture design system.First of all,it expounds the theories related to Wu Culture and gift packaging,and summarizes the historical origin,connotation and characteristics of Wu Culture,the category,change,characteristics and value of gift packaging,as well as the correlation between the two.Wu Culture has a profound influence on the development and characteristics of gift packaging,and gift packaging has a profound significance for the inheritance and transmission of Wu Culture.Secondly,through in-depth research,the paper explores the present situation of the market and design of gift packaging from the perspective of Wu Culture.The results show that the present gift packaging market in Wu Cultural region is climbing steadily after several ups and downs;Gift packaging design styles are different,with traditional style as the mainstream,and presents the trend of constantly advancing with The Times;Gift packaging shows less Wu Culture;At present,the visual structure of Wu Cultural region’s gift packaging is less,the external display form is relatively old,and can not well demonstrate the Wu Cultural,which needs to be improved and promoted.Then the paper studies in detail how to design the gift packaging from the perspective of Wu Culture.First,the design principles of local identification,cultural transmission and natural sustainability are established,and then design strategies are formulated.Focusing on visual presentation and emotional experience,tangible elements and cultural images are analyzed and refined.Under the guidance of emotional design theory,strategies are studied from three levels: instinct,behavior and reflection.Then through the form,technology,meaning of three layers of design means to design planning,paving the direction and road for the design practice.Finally,follow the design principles,strategies and means to design practice.After analyzing the current situation of Suzhou "Caizhizhai" brand,three gift packaging designs of co-branding,New Year and Mid-Autumn Festival were established.With Wu Culture as the core,visual presentation and emotional experience design strategies as the basis,graphic,text,color,material,modeling,structure,process and interaction were designed to improve the external visual attraction and internal cultural connotation of gift packaging.It provides feasible design path and development direction for future gift packaging from the perspective of Wu Culture. |
