This study explores the impact of emotional interactive design elements on Christmas holiday packaging materials in Shanghai, focusing on their ability to enhance consumer engagement and emotional resonance. Packaging plays a pivotal role during the holiday season, serving as a medium for conveying festive spirit and fostering meaningful connections between brands and consumers. By analyzing key design components—color, typography, imagery, texture, and interactivity—this research highlights their role in eliciting emotions such as joy, nostalgia, and excitement. The study employs a mixed-methods approach, combining in-depth interviews and focus groups to gather qualitative insights, alongside surveys and observational studies for quantitative analysis. The findings reveal that traditional holiday colors like red, green, and gold evoke strong positive emotions, while innovative color palettes can differentiate brands in a competitive market. Typography contributes significantly to the emotional tone, with script fonts evoking nostalgia and modern fonts appealing to younger audiences. Imagery, such as winter landscapes and festive scenes, triggers feelings of warmth and togetherness, while textured packaging enhances the sensory and luxurious experience. Interactive features, including QR codes and augmented reality, emerged as promising tools for creating surprise and delight, particularly among tech-savvy consumers. Personalization further strengthens emotional connections, fostering a sense of exclusivity and loyalty. This research contributes to the growing field of emotional design by providing actionable insights for designers and marketers aiming to optimize holiday packaging for emotional impact. The study underscores the importance of cultural and regional considerations in design, offering a framework for creating packaging that resonates deeply with Shanghai’s consumers. Ultimately, the integration of emotional interactive design elements can transform holiday packaging into a powerful tool for driving consumer engagement, brand loyalty, and commercial success during the festive season.
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