Achieving Meaning - On Holiday Gift Packaging Design

Abstract: This paper expounds the role of color and shape in emotional transmission, and analyzes and discusses its impact on the design of holiday gifts. Grasping the emotion patterns of colors and shapes helps to improve the cultural connotation of holiday gift packages.

Keywords: holiday gift packaging; color expression; shape; emotion

Since ancient times, China has been a state of etiquette. Every holiday season, people often give gifts to each other to express their intentions. In today's world, commodities are increasingly abundant, and holiday gifts are also varied. From traditional foods to modern electronic products, there is no need for packaging, and its packaging is increasingly fine and sophisticated. People not only use their physical functions to express their emotions, but also rely on packaging to strengthen their emotions and blessings. Therefore, as a visual form of gifts, packaging design shows its unique importance. There is an old saying in China: A thousand miles of goose feathers, courtesy and light affection. How to express emotions through packaging design so that the transmission of L-products can truly convey wisdom, which is a problem worthy of serious discussion.

1 Emotional intelligence

Among the elements of a holiday gift wrapping design, color is arguably the most important element. People know that color is a kind of visual objective phenomenon. As a physical phenomenon itself, it has no emotion, association and symbolic meaning. When the color once acts on human visual organs, the visual physiological stimuli and effects it causes will be Trigger people's subtle emotional reactions. People's perception reaction to color contains a certain degree of subjectivity. People's visual perception and psychological reaction to color will form a specific color emotion, trigger a variety of color associations, and then symbolize this emotion. When the associative content of color emotion is sublimated from a specific thing to an abstract mood and mood, when it becomes a certain symbol of universal significance, it will help people pass on emotion in an inertial manner. This kind of human-to-abstract emotional transfer from human to human will Form a huge cultural field of color. Picasso said that color and form are the same as our emotions. Color is the most expressive artistic language. It can give consumers different feelings and associations, resulting in different sense of inertia. For example, red, warm color, high luminosity, giving people fiery, excited, enthusiastic, is the most active color. The red symbolizes celebration, auspiciousness, friendship, and sincerity. In our country's civil marriage and festivals, we welcome guests, congratulate and celebrate occasions with red objects such as red couplets, double happiness, red lights, red candles, red firecrackers, and red window flowers. Western countries often use red roses as a gift to show love, friendship, sincerity, and good intentions. Orange has warm, bright, warm features, orange and gold are close, there is nobility, dignity, and richness; Warm and neutral, with elegant, gentle, extraordinary aloof connotation. Bright neutral neutral bright green, with a fresh, fresh and vivid meaning of life, it also has a sense of peace, security, quietness, intimacy; gold and silver is a brilliant luster, light, high purity, gold is gold Intrinsic color, with tough, precious, luxurious features, can express brilliant, bright and beautiful; silver is also a glossy color, similar to platinum color, silver and gold have the same valuable beauty, silver brightness, high purity, shiny With a quiet, clean, noble, bright, soft, elegant and holy charm; Valentine's day gift packaging can use warm and romantic colors, showing a deep affection; the traditional folk festival gifts can be combined with warm, bright, warm colors. Symbolizes the sense of happiness, auspiciousness, friendship, sincerity and other values.

As a design language, the meaning of expression in the design of holiday gift packaging is profound and extensive. Clever use of color emotion rules and color associations can fully express the symbolic role of color, and it can strongly attract people's attention. Encouraging and arousing wide interest and psychological resonance, expressing people's emotions and ideas, inspiring people's chain of emotional reactions, and ultimately reaching the attention of consumers and the formation of real sales: 7] the purpose of the market. 2 The "shape" is another important element of the holiday gift packaging design. It includes graphics such as graphics, images, text and three-dimensional shapes such as box packaging and containers. Shape as a symbol of the transmission of information, constitutes a language carrier in the design of holiday gift packaging, with its unique combination of symbols to convey a variety of information to people, so that the flow of gifts has become a kind of cultural transmission. There are various forms, like shape and color can lead to people's psychological reflection, is the way to achieve emotional communication between products and people.

In the Chinese people, many auspicious patterns are inherited. Every festive or festive day, people like to use these auspicious patterns to decorate objects to show people's yearning for a happy life and congratulations on the good times. As always, there are patterns consisting of colorful ribbons and "knots" in various forms. The use of "knot" reminiscent of good wishes such as "making up", "alliance", "combination of friendship", "more than lucky", "good luck" and so on, is a symbolic expression of happiness that folks are most fond of. Geely's logo.

The arrival of the New Year is symbolized by the use of firecrackers, fish, or children's images of bonitos. "Fish and Yuyu are similar, and they are rich in metaphors. By the time of the New Year, their families are well-off. This expresses people's good desire to pursue happy and affluent life in the years to come. In China, regardless of the city or the country, people's habit of drawing this desire from painting is still alive. On New Year's Day, a gift packaged with children's crocodile graphics was sent to celebrate both the celebration and Geely in the coming year.

The Lunar New Year's Day on August 15th is the traditional Mid-Autumn Festival. On the Mid-Autumn Festival, guests will send gifts such as "Ye Yue Ben Yue", "Yin He Yue Yue", "San Tan Yin Yue" and other fine designs to their relatives and friends, and connect them with emotions. They will use the full moon to cherish their memories of their loved ones and their loved ones. Happiness has become the common wish of people in the world.

The text is a colorless picture formed by lines and silent music. Like other art forms, it expresses a kind of thoughts and feelings, a kind of flow of life. "Chinese characters are ideograms that evolved from ancient hieroglyphs. Their visual form has a great influence on people's perception. Its characteristic is to express a certain meaning of language through the concrete image of things. Shape, variation is not fixed, not limited to point painting, if the picture is no different "such as water, day,. Horse and so on. The character-building principle of Chinese characters is a kind of pictographic form, which is indulged in nature, has practical performance, and has the qualities of beauty. In the legend of Cangjie, the legend is. The description of the word "beautiful" and "consistent" is rich in aesthetics. The shape of Chinese characters has evolved over thousands of years. From Oracle to Li, Wei, Liu, and Song, the fonts are varied and varied. Each has its own art form and style, some are smooth and dignified, square and rich, and some are smart. Smooth and elegant, some melodious, heavy, dignified, some simple and natural, simple and elegant. There are many image characters in Chinese characters that celebrate and praise certain people and things, such as. Hi, Fu,. Lu, "Shou" and so on, these characters have become the specific graphical symbols of the people. The text is an organic part of the graphic design in the gift wrapping design and plays a role in conveying information. Whether it is the main text or the explanatory text, it must first be concise and prominent. According to the quantity and content of the text, the rhythm and rhythm are generated through the change of the size, density, and severity of the text, showing different emotions.

Art modeling and visual artifacts. When it completes the protection of goods, it conveys the special role of affection through the concrete image. The gift box is designed according to different festivals or different objects. For example, the heart shape represents sincerity, the cylindrical delegation is round and round, and the shape of the ingot is used to represent the rich and noble, such as the traditional food rice cake, and the shape of the squid is formed. It's nice and interesting.

The gift box material is extremely important. The material has different expressions and different expressiveness. The smooth and delicate material is light, the rough appearance looks heavy, the wooden texture is clear, the hand feels mild, and it gives a warm and simple feeling. In general, natural materials feel warm and warm, and artificial materials appear industrial and indifferent.

In the gift box, attach a piece of eucalyptus, a feather or a flower, or add a cheerful streamer or ribbon to decorate and beautify the gift, which can increase the artistic effect of the gift and make it the finishing touch.

The tangible must be intentional, meaning to win, to form and achieve meaning. In the packaging design process, an accurate and meaningful image should be selected and information should be successfully transmitted to complete the perfect transformation of "shape" and "meaning".

3 Conclusion

Holiday gift packaging uses laziness as its appeal point, and communication as a design goal. It integrates the content of the merchandise with the design, highlights the characteristics of the national culture and the characteristics of the times, conveys a simple and strong friendship, and enhances the taste of the ceremony. Therefore, only by understanding the traditional culture of the nation and mastering the modern expression language and form can we design a gift packaging design that integrates emotion with reason.

Fuyuan
(Guangdong Industry Technical College

Source: Packaging Engineering