The present study is aimed at exploring the afects of mdeling of wne’s pckages and fctors of prchase cnsideration on cnsumers’ preference. The research method in the first stage, Morphological Analysis and KJ (Kawakita Jiro Method) were conducted to investigate the application ofthe packaging shape design attributes of the Domestic kaoliang liquor gift boxes. In the second stage, a research survey was conducted to collect the consumer purchasing behavior and the consumers’ preference on the packaging shape design attributes for gift boxes of Domestic kaoliang liquor. The conclusions of the present study are briefed as follows: (1) In the aspect of purchasing behavior, it is found that when picking up a Domestic kaoliang liquor product as a gift, the consumers' first consideration is the aesthetics of the packing design. For attracting the consumers attention, it necessary to most short time an attractive and creative packing style to the consumers, especially young ones. (2) It is found through the research that in the existing packing designs of Domestic kaoliang liquor gift boxes, the implemented materials, box shapes and opening modes fail to conform to the consumers’ preferences while the processed appearance and decorative packing materials agree with the consumers’ preferences. However, the consumers believe that special material is the most important element to increase value to the boxes. The second key factor is the implement of special printing processes. The last important element is the decorative packing materials used in the boxes. Moreover, polygonal and double - door - shaped (the covers connected with the body of the box) seem to be the most popular style.