摘要
Abstract
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.关键词
情感化设计/节庆包装/品牌出海/跨文化传播/用户体验Key words
Emotional design/Festive packaging/Brand globalization/Intercultural communication/User experience分类
通用工业技术
