Inheritance of modern gift packaging and gifting

A German philosopher Cassirer even more in the ontological sense: People are the animals of symbols. Humans need to communicate with each other and understand each other in their activities. Then, what is the medium of communication and understanding? In a word, symbols. Symbols in our lives are everywhere - the concepts behind language, painting, music, text, and words, and even the various life forms and activities of people, and so on. Various concepts involving people's inheritance and exchange of knowledge can be attributed to symbols. In the category, every thing in the real world is reflected in the spiritual world of human beings and may be symbolized.

1 Symbolism of traditional gift giving

A gift behavior is a kind of behavior symbol. It is an expression of the symbol itself. The actor uses the gift to convey the thought process and conclusion to the audience and achieve the communication of the social relationship; in other words, the audience is also through the action of the actor and Gifts, as evidenced by their own experience, ultimately understand the thoughts and feelings that the actor wishes to express. It can be said that symbols are tools for expressing thoughts and feelings.

As a kind of behavior symbol, the gift behavior has a certain breadth and depth in daily life, especially in the traditional life behavior. It has a structural connection with all life content. In Chinese society, taking a person's life as an example, his life will be connected with the social level and the family level. There is a geographical and occupational relationship in the society, and there is a kinship and kinship in the family. Every kind of life occasion, each year of the season, each social class is directed at each different social object gifts are accompanied by different forms of gifts, content, numbers, colors, auspicious symbols and even greetings and Behavior rules, etc. From birth to the end of his life, he spent all his life with gifts. It can be seen that donation is not an accidental and individual phenomenon, but a stable, universal and widespread social life phenomenon, and it is also a dynamic symbol.

2 The performance of traditional gifts in daily life

In Chinese customs, gifts and rites form a fairly complete system of behavior, which has continued to be accompanied by the daily life of all walks of life. The most common ones are gifts when you are old, gifts of life and customs, gifts for people, etc.

(1) Gift at the age of

In spring, summer, autumn, and old age, there are different gifts for different seasons. During the Ching Ming, Dragon Boat Festival, Mid-Autumn Festival, Chung Yeung, and New Year's Eve, people gave gifts of various age-old gifts such as spring plates, clever clams, moon cakes, chongyang cakes, and pepper and wine, and the annual season became a gift distributed throughout the four seasons of the year.

(2) Life etiquette gifts

Births, marriages, children, all year round have become four dense areas of ritual gifts. People use various kinds of “painful rituals” and “promotional rituals” to give red eggs to express good news, brown sugar and hens to congratulate children; there are set parents to give gifts when setting up relatives, and various kinds of tokens to give gifts when lovers exchange their love; The jujube, peanuts, longan and other things presented him with joy and wished the couple a good old age. When the life is getting older, when they reach the birthday of Gao Shou, the children and grandchildren of the younger generation will give gifts and congratulations; when the old man comes to an end, there are gifts of gifts and gifts to the deceased. Pray for the bereaved.

(3) Interpersonal gifts

Gifts Between Neighbors: Gifts Between Classmates: Gifts Between Teachers And Students; Employers' Gifts In Business Activities: Gifts Between Colleagues. All these years of age gifts, gifts of life rituals, and interpersonal gifts constitute a complete gift system and become a behavioral symbol.

3 Inheritance of modern gift packaging and gifting

3.1 The status of modern gift packaging

In the process of people choosing commodities, there is an increasing emphasis on the products that are developed according to people's needs. That is gift packaging. As one of the important media for modern interpersonal communication, the social value of gifts is playing a subtle change and has its social psychology foundation. In contemporary urban life, the relationship between people is greatly indifferent, and the center of social interaction between people and people shifts from bloodlines to geopolitical borders or occupational relationships. Under such a psychological background, the need for gift exchanges has greatly increased.

With the large amount of gifts for people, gift packaging design has also been correspondingly developed, including the development of the technical direction of processing technology, packaging materials, transportation means, etc., as well as the social psychology and social and viewpoints of people on gifts. Development, gift packaging in the concept of people "wasting, cumbersome packaging," the impression is gradually changing.

The development of the gift industry on the one hand led to the specialization of gift packaging and on the other hand, gift packaging became part of the gift itself. People not only use their physical functions to express their emotions, but also use gift packages to strengthen their emotions. At this time, the gift package has been directly integrated with the purpose of the gift itself. It is not an accessory of the gift, but has become an important part of the gift. From its original function of first nature, it is translated into “communication and interpersonal relations” as its first purpose, that is, its first purpose. China has an old saying: “a thousand miles of sending goose feathers and ritual lightness and affection.” Explain profoundly the two There is a relationship between the two who are in contact and different from each other.

3.2 The relationship between traditional gifts and modern gift packaging

Courtesy gifts have a very regular pattern of social behavior, with unwritten conventions. Different social strata, the mode of giving gifts and the gifts are also different. Due to these rituals and customs caused a large number of modern social life needs of gifts, the formation of a consumer culture. Traditional gift giving is the historical condition for the development of modern gifts, and it is also the cultural basis for gift packaging design.

In modern social communication activities, different gifts and rituals are accompanied at all times. These behaviors cause people to have a large demand for objects and gifts, and according to different modes of gift behavior, the requirements for the gifts themselves and the packaging of gifts are also different. . Under the premise of modern gift packaging's first “communication and interpersonal relationship”, we study the characteristics and structure of the gift behavior symbol, the existing convention system in the social life, and the psychology of the gifter and the gifted person. And physiological needs to consider the form of gift packaging design. The traditional gift-giving behavior provides a platform for modern gift packaging design to meet the psychological needs of gift consumers.

3.3 The Enlightenment of Gifting on Modern Gift Packaging Design

When designing a gift package, the design needs to be positioned accurately. What we need is a painstakingly managed, just-in-time package rather than a luxurious, expensive “laminated package”. In the positioning design, it is mainly based on the investigation of clear gift behavior and the specification of the gift-giving behavior. What kind of gift behavior, decided to send what kind of gift. The packaging of gifts directly affects the realization of the exchange value of gifts.

3.3.1 accurate positioning of gift packaging design

The orientation of gift packaging design mainly includes product positioning and sales target positioning.

(1) Product Positioning

Mainly refers to the variety of positioning, positioning of product features, product positioning, product positioning. There is a direct relationship between the positioning of the product and the object and location of the gift giving. Therefore, in the gift packaging design, proper positioning is very important, it mainly refers to the choice of information transmission. For example, product positioning, it is divided into low-grade high-end. The grade positioning of products is mainly to distinguish between low, middle and high grade products of good products. The middle and low grade commodities should mainly consider the issue of packaging production cost, and should try their best to achieve good products and low costs, so as to avoid increasing unnecessary consumer The burden, but as a gift package, even if the middle and low-end packaging design, can not be shoddy: high-end product packaging in the packaging of external effects on the performance of its proper status to meet the consumer's spiritual and aesthetic needs, but also to prevent too luxury.

(2) Consumer positioning

Mainly refers to the gift packaging design to suit a certain level of consumers, consumers can not ignore the diversity of needs. In the process of consumer positioning, it is necessary to consider the positioning of social classes and consumer regions: and the positioning of consumers' psychological factors. The accurate positioning of the gift wrap can effectively realize the value in the gift giving behavior. Such a gift wrap can be adapted to the needs of the market.

3.3.2 Material Behavior and Spiritual Culture of Gift Packaging

In gift packaging design, design transmission information is related to material behavior and spiritual culture.

1, spiritual culture

Spiritual culture refers to the transmission of packaging culture information. These are determined by the choice of materials, text, patterns, and colors of the packaging. In some special gifts, such as the customs of some ethnic minorities, gift gifts cannot be opened on the spot; some gifts don’t use some colors in their implementation, such as wedding and year-end gifts in life etiquette gifts. Etiquette and customs. The information that packaging design conveys is more representative in these situations. It is necessary to fully consider the content to be conveyed when gifts appear in these gift rituals and the information that needs to be communicated.

2. Material behavior

Material behavior refers to the gift itself. The “finalization” of gift-giving behavior has determined that our gift packaging should concentrate and quasi-authoritatively reflect the “personality” of the gift itself, and that we need to consider its characteristics when designing product positioning, such as personal production. Gifts, in the packaging design must reflect the characteristics of personal production; local unique gifts, emphasizing the characteristics of local culture; ethnic handicrafts emphasize the characteristics of national tradition, so as to reflect the original nature of the gift itself, to achieve the purpose of gifts.

3.4 The different needs of talk about behaviors have spawned a modern gift packaging strategy

During the consumption process of gifts, we found that different customers have different visual satisfaction requirements for different product packages, and this feature is also reflected in the requirements for gift packaging.

In modern social communication behaviors, different consumers have new requirements in more aspects of the requirements for gifts. The different needs of gift-giving behaviors have spawned the diversity of modern gift-wrapping marketing strategies that are externally reflected in the packaging of gifts. It can be said that the symbolism of gift giving should be directly reflected from the packaging of gifts. The behavior is reflected in the marketing strategy for gift packaging. The gift packaging marketing strategy should be based on the customer's demand for the company and the customer's actual needs for the gift. A variety of gift packaging marketing strategies can be suitable for different gift behaviors.

In order to objectively reflect the difference in the significance of consumption and utility of each indicator, it is necessary to design the gift packaging to take the satisfaction of the customer as the criterion, and pay attention to the study of consumption patterns. Standing in the customer's position rather than considering the subjective desire of the company to create a customer satisfaction on the packaging. This is the most important focus of gift packaging marketing strategy.

4 Conclusion

Symbolization is the coding and means of information that the designer wants to convey. Symbol is the expression of information. It is the sensibility of information, and the content of the information symbol is the intrinsic meaning of the symbol. Therefore, when designing gift packaging, we can adopt symbolic thinking and operation methods to design and create. The gift information conveys the information and is encoded to facilitate the identification.

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