Application Of "Mountain" And "Water" Elements In Gift Packaging Design Of Jinan Regional Culture

"Reciprocity" is an important part of Chinese traditional civilization.Today,people regard "rite" as the link of communication and emotion.The word "Li" comes from the ancient sacrificial activities.People worship the gods with their piety and actions,and dedicate the things that can show their respect to the gods to the gods.Therefore,the source of "Li" contains materialized elements,which makes "Li" appear in people's life in the form of goods.In the festival,taking gifts to walk around,greet and once in a while promote the formation of good interpersonal relationship between people.The development of traditional festivals reflects the long-term historical and cultural accumulation of a nation-state.The festival customs handed down from ancient times to the present record the evolution of people's social life.As a result,festivals and gifts have become an indispensable part of life,forming the overall style of Chinese traditional culture.The main goal of this research is to promote the image of urban regional culture by cultural creative design,which is divided into three parts: first,Taking Jinan as the background,analyzing the characteristics of regional culture.The second part investigates the present situation of gift packaging design in the market and analyzes the regional style of Jinan gift packaging design.The third part focuses on the application of "mountain" and "water" elements in Jinan regional cultural gift packaging design.There are three ways to make use of the famous "mountain" and "water" elements of Jinan City for modeling design and gift packaging design: first,improve the visual attraction and cognition from the aspects of image,color and packaging structure;second,apply the "mountain" and "water" element modeling design to the gift packaging of festivals,regions and tourist attractions to expand the influence and scope of application of the design scheme;Finally,the use of mobile simple packaging form,reduce costs and improve the application rate.In a word,the use of visual symbols to promote the regional cultural characteristics of Jinan not only has a high aesthetic value,improves the taste and connotation of gift packaging design,but also plays a positive role in protecting and inheriting the regional culture of Jinan.