情感化包装设计的跨文化实践:以"大吉大厘"节庆礼盒为例OA

Amid deepening global cultural integration,festive gift packaging has evolved beyond its traditional roles of protection and display to become a cultural medium integrating emotional expression,cultural adaptation,and identity construction.This study takes the"Great Luck,Great'Li'"Chilean cherry Spring Festival gift box as a case,using the triple-layered emotional design model and a cross-cultural communication perspective to explore how packaging design leverages symbolic expression,interactive behavior,and cultural memory to enable emotional engagement and cultural expansion.Findings show that emotionalized design—through innovative packaging language,interactive experiences,and layered cultural meanings—can enhance cultural warmth,user participation,and local brand identity,while improving global adaptability and communication.The study further proposes a design framework of"emotional expression-cultural adaptation-identity construction,"offering both theoretical and practical guidance for transforming gift packaging into a medium for cultural communication and providing valuable insights for Chinese brands going global.