Translation Design of Film Shot Aesthetics in Gift Packaging

ZENG Chao; PANG Yongqi; ZHOU Wanying; WANG Yuqiao; SHI Hongxia

doi:10.19554/j.cnki.1001-3563.2025.24.049

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Packaging Engineering ›› 2025, Vol. 46 ›› Issue (24) : 566-575. DOI: 10.19554/j.cnki.1001-3563.2025.24.049

Design Discussion

Translation Design of Film Shot Aesthetics in Gift Packaging

ZENG Chao¹, PANG Yongqi², ZHOU Wanying³, WANG Yuqiao⁴, SHI Hongxia^1,*

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Abstract

The work aims to explore the ways to transform the aesthetic of artistic film shots into the visual language and user experience of gift packaging, so as to enhance the emotional expression and cultural connotation of the packaging. Taking "Raise the Red Lantern" as a case, the visual elements such as composition, color and spatial image in its shots were extracted. Combined with the Fuzzy Analytic Hierarchy Process (FAHP), the consumer needs were quantitatively analyzed to clarify the design priorities. On this basis, the structural translation and design practice from the language of the lens to the visual packaging was completed. The final design practice, the three-layer progressive packaging completed with "Raise the Red Lantern" as a case, not only replicates the visual style of the film in appearance, but also reconstruct the narrative rhythm and emotional tension of the film in the opening experience, elevating the packaging from a simple commodity container to an emotional medium carrying cultural narratives, providing new ideas for the packaging design of cultural consumption.

Key words

movie scene / shot aesthetics / visual communication / gift packaging / cultural translation

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ZENG Chao, PANG Yongqi, ZHOU Wanying, WANG Yuqiao, SHI Hongxia. Translation Design of Film Shot Aesthetics in Gift Packaging[J]. Packaging Engineering. 2025, 46(24): 566-575 https://doi.org/10.19554/j.cnki.1001-3563.2025.24.049

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