大部分的中国人都喜欢热热闹闹的节日气氛,所以各地对欢度春节都投入了大量的激情。本文在对传统节日礼品包装设计理念的整体研究,将传统特色设计原则进行总结,步步展示,针对传统节日礼品包装设计理念,即在创意性设计和文化性为主导,充分挖掘及传扬节俗民俗文化,已能达到商业价值和文化价值的双赢效果。情感化设计原则是贯穿整个研究的主线,也是今后传统节日礼品包装设计发展的必由之路。 Most Chinese people like the festive atmosphere, so all over the Spring Festival have invested a lot of passion. In this paper, the traditional holiday gift packaging design concept of the overall study, the traditional characteristics of the design principles to summarize, step by step show, for the traditional holiday gift packaging design concept, that is, creative design and culture as the dominant, fully tap and promote the festival Folk culture has reached a win-win effect of commercial value and cultural value. Emotional design principle is the main line throughout the entire research, but also the future of traditional holiday gift packaging design the only way.