中国人自古以来注重礼尚往来,礼品是体现礼的的方式之一,礼品包装以“情”作为诉求点,是人们传情达意,诉说愿望的媒介。传统吉祥图案作为一种象征意义,成为理想寄托、心愿表达的最佳表现,其深长的意味和独特的生命感染力与中国“礼”表达美好情感不谋而合。如何赋予吉祥图案以当代面貌体现在现代礼品包装设计中,是非常值得探讨的命题。 Since ancient times, the Chinese have always paid attention to reciprocity. Gifts are one of the ways to show courtesy. Gift wrapping uses “love ” as a point of appeal. It is a medium for people to express their affections and tell their wishes. Traditional auspicious patterns as a symbol of meaning, as the ideal sustenance, the best expression of wishful expression, its deep meaning and unique life appeal with the Chinese “ritual ” to express good feelings coincide. How to give the auspicious motif a contemporary look and feel in modern gift wrap design is a topic worth exploring.