The present study is aimed at exploring the relationship between consumer's preference and packaging design, in a gift packing, the three essential elements, namely graphics, typography, colour attributes for boxes of Kaoliang liquor. The research method in the first stage, Morphological Analysis and KJ (Kawakita Jiro Method) were conducted to investigate the application of the design attributes of the Kaoliang liquor boxes. In the second stage, a research survey was conducted to collect the consumer purchasing behavior and the consumers' preference on the design attributes for boxes of Kaoliang liquor. The conclusions of the present study are briefed as follows: (1) It is found through the research that the commercially available gift boxes at present fail to cater to the consumers' preference in aspects of both graphic style and abstract graphic properties. However, the actual consumers' preferences are a classical style or a blended style of classicalism and modernism and concrete graphic properties. (2) It is also found through the research that the majority of existing packing designs of Kaoliang liquor boxes implement a cursive script typography that matches the actual consumers' preferences of cursive or distinctive fonts. Particularly, the consumers of ages 20 to 30 show more preferences for cursive and distinctive fonts. (3) It is found through the research that color systems used in existing packing designs of Kaoliang liquor boxes tally with the consumer's preferences in the aspect of color temperature but diverge from the consumer's preferences in the aspects of brightness, chroma and color tone. That is, the existing packing designs of Kaoliang liquor boxes mostly use warm and low-bright colors while the consumers mostly like warm, pure and high-bright colors.