寓情于礼：基于赠答文化的日本礼品包装设计研究

Emotions in Gifts: Design Study of Japanese Gift Packaging Based on Gift-Giving Culture

摘要: 中国与日本同为东亚文化圈的成员，两国的民族性格中都有着十分含蓄的一面。有时比起语言，小小的礼物能更好地传达人们的情感。除了礼品本身，礼品包装也是传达方式的一部分。因此，本文基于日本赠答文化，对包装设计起步更早的日本的礼品包装设计进行研究，从而探索礼品包装设计如何寓情于礼。以帮助设计师在设计礼品包装的过程中做出更能与人产生情感共鸣的设计作品。

Abstract: China and Japan are both East Asian countries. Therefore, both countries have implicit national personalities. Sometimes small gifts can convey people’s feelings better than words. In addition to the gift itself, the gift wrapping is also a part of the communication method. Therefore, based on the Japanese gifting culture, this paper examines the design of gift packaging in Japan, where packaging design started earlier, and explores how gift packaging design conveys emotions in gifts. In order to help designers in the process of designing gift packaging to make a more emotionally resonant design work with people.