Traditional Festival Gift Packaging Design Under The Influence Of Chinese Folk Culture

In the long history of our country,in the splendid culture,folk culture likes a bright star,it has wide range of topics and rich connotation,it also permanent spreads,the other forms of art are difficult to replace,it is a unique landscape and valuable wealth of oriental culture.Because of the influence of the Confucian culture,China respects "reciprocity",due to the development of social material civilization and spiritual civilization,the gift packaging of traditional festival as the spirit carrier of folk culture received more public's attention.More than in China,many countries will regularly held some large-scale festival gift packaging exhibitions.Influenced by the global development,with the economic and cultural exchanges between China and the West,in order to meet the needs of Chinese consumers and occupy the market share,many international brands influenced by Chinese folk culture,they mixed the Chinese folk cultural elements into the gift packaging of traditional festival to show the Chinese charm.However,due to China's gift packaging industry starts late and the speed of development is too fast,the degree of understanding and digestion on the folk culture is not enough,leading to there are a variety of problems in the current market of gift packaging of traditional festival.In this age of excess consumption,it is extremely necessary to study gift packaging of traditional festival under the influence of Chinese folk culture.This paper is based on the concept,characteristic and scope of Chinese folk culture,taking the relationship between Chinese folk culture and gift packaging of traditional festival as the breakthrough point,researching and analyzing the gift packaging design of traditional festival under the framework of Chinese folk culture.The first chapter summarizes the so-called "folk culture" from the macroscopic angle;the second chapter analyzes the gift packaging of traditional festival from the origin,the development stages and the basic classification;the third chapter analyzes the current situation of gift packaging of traditional festival under the influence of Chinese folk culture from the angles of sociology,aesthetics and consumption psychology through the actual research.The fourth chapter is based on the actual research and analyzes the appropriate embodiment of Chinese folk culture elements in gift packaging of traditional festival;The lastchapter combines with the results of the actual research o make a reflection and prospect for gift packaging of traditional festival under the influence of Chinese folk culture,and further explores the forms and methods of developing Chinese excellent folk culture and creating new commercial value under the conditions of the times,promoting national spirit and the theme of Chinese charm.