Walking into the mall, almost everyone knows what packaging is. But once engaged in packaging design, they are often dazzled by the dazzling commodity brands, various forms of packaging and "advice" to get the main pulse. Although various countries have made clear and concise provisions on the definition of packaging, for example, in the United States, packaging is a preparation for the export and sale of products. British: packaging is the art, science and technology preparation for the transportation and sale of goods. Canada believes that packaging is a tool to deliver products from suppliers to customers or consumers to keep the products in good condition. China has long defined the packaging: in order to protect products in the process of circulation, convenient storage and transportation, promote sales, etc. However, these are still far from enough for designers. The designer's understanding of the connotation of packaging is far from what can be explained by the literal terms. Once the designer accepts the design entrustment, he often goes to the cashier who needs packaging with his special professional sensitivity, listens to the product, catches the meeting point between the product and the consumer, and makes all preparations for its coming and survival in the commodity world -- shaping a new life that can be accepted by the congested Commodity world It's the packaging in the designer's mind. Packaging design is the crystallization of team cooperation. Today's packaging design pays more attention to market strategy. From its own point of view, it is a comprehensive service work with high intelligence. It is not a single operation, but the result of the participation and integration of more other departments. The business is more like a partner. A packaging design project needs to be completed by multiple people, and needs to communicate and communicate with businesses. It also needs to cooperate closely with the people responsible for production and sales. For major projects, it should also include the intervention of market researchers, consultants and other professionals. In short, a good design is the best embodiment of group collaboration. The closer the cooperation is, the more confident the products will occupy the market and achieve good sales performance. Packaging design is the art of door positioning. For packaging design, finding the right direction is more important than anything. Customers do a design for a variety of reasons. Sometimes it is to launch a brand-new product, and sometimes it is to improve the original product. No matter what the design motivation is, it is necessary to fully understand the needs of consumers. This requires the design team of this project to have a certain understanding of the market. For example, if the customer introduces a brand-new product, it is necessary to conduct research. What is the target market In, how to formulate the corresponding design scheme for the target consumer groups; if it is the renewal of a new product, what advantages of its original brand packaging need to be inherited; if the product is redesigned, is it to develop a new market or to reverse the declining sales situation, how about the sales of similar products, what are the advantages and disadvantages, and what are the existing designs The advantages and disadvantages need to be learned from. In short, the more fully understand the customer situation, the more accurate the practical positioning, the better the final design effect. The quality of packaging design is based on the market "Beauty" is not the only standard to measure the excellent packaging. The high-grade materials can not determine the grade of the design. If the gorgeous coat package is used in some unsuitable commodities, it can not be recognized by consumers. Similarly, high-quality products and poor packaging can not achieve the expected market effect. Only according to different stages, different locations, different ages, different levels of consumer groups, to make sales targeted packaging, is an excellent packaging design. Therefore, to evaluate the quality of a package, we should evaluate it objectively, and should be based on the suitability of its products. We should not abandon its market state and completely depend on personal aesthetic judgment. Packaging design should have unique personality characteristics, in order to better meet consumers Packaging design not only has the indispensable promotion function, but also shows the personality characteristics which must be involved in modern packaging design. Different consumers have different personalities. A packaging with target personality color is easier to meet the needs of consumers, and it is easier to communicate and interact with consumers, which is also an indispensable part of modern packaging design Some important issues. Packaging design is more and more like a social science. It is a combination of rationality and sensibility. With the development of packaging design in China, it is impossible to produce good packaging design if only one person or his subjective consciousness decides its final form. In reality, designers tend to fall into a state of self feeling good, and it is difficult to extricate themselves. There is no substantial difference between the essence of designers and the customers who think their products are good and want to express everything. Through the accurate positioning of the target market, the accurate positioning of competitors, the accurate positioning of itself, the form, color, state, shelf display, promotion and publicity of packaging itself will be very natural and rational, and the market target will be relatively easy to achieve.