摘要:包装，伴随着人们的日常生活已有数千年的历史。在历史的长河中，包装不仅起到传播文化特色的作用，同时也推动着人类文明不断向前发展。随着人们生活水平和精神文明的不断提高，对礼品的包装的文化性也越来越重视，人们不再关注一件礼品的外在表现形式，而是更多的关注礼品所传达的感情和文化内涵，当今时代，礼品包装大多审美性不高，缺少内涵，已不能适应信息化社会的发展，这使得礼品包装的形式越来越繁复多样，但其中鱼目混杂的，不胜枚举。在科技进步和信息全球化的今天，我们的传统文化正遭受着严重的冲击，面对此现象，本文从传统文化元素的文化性出发，着眼于现代礼品包装设计的时代性特征，发掘新的创意点，探寻积淀在传统文化中的民族文化特质，来丰富礼品包装的内涵。

关键词：传统文化元素，时代性，礼品包装

Abstract:As the crystallization of human wisdom, the packaging exudes its unique artistic charm. In history, the packaging not only play a role in the dissemination of cultural characteristics, but also enrich its own form of expression, and promote the continuous development of human civilization. With the continuous improvement of living standards and spiritual civilization, gift packaging more and more attention, which makes gift wrap in the form of more and more complicated and diverse, but which mixed fish heads, and many others. In today's technological progress and globalization of information, our traditional culture is suffering from a serious impact on, traditions are increasingly dilute the face of this phenomenon, starting from the culture of the traditional cultural elements, focusing on the modern gift wrap design of the times characteristics, to explore new creative, to explore the national cultural characteristics of accumulation in the traditional culture, to enrich the connotation of the gift packaging.

Key Words：Tradition Culture Element, Epochal character, Gift package.