A successful brand packaging design should start with the constituent elements such as trademark, pattern, color, modeling and materials. On the basis of considering the characteristics of goods, it should follow some basic principles of brand design, such as protecting goods, goods and convenient use, so as to make all design elements coordinate and complement each other, so as to obtain a good packaging design scheme.

如果从营销的角度出发，包装图案和色彩设计是突出商品个性的重要因素，个性化的形象是非常好的促销手段。迎合特定人群的不同需求，对产品的销售会起到出乎意料的效果。

From the perspective of marketing, brand packaging pattern and color design are important factors to highlight commodity personality, and personalized brand image is a very good means of promotion. Catering to the different needs of specific groups will have an unexpected effect on the sales of products.

包装设计的所达到的目的应该是塑造产品及商家的形象，更好服务于消费者的各个层次的需求。人们在购买商品的过程中感受商品外面的包装，包装带给消费者的是一种非常直观的印象，包装的物理功能和心理功能都在包装设计上体现无余。

The purpose of packaging design should be to shape the image of products and businesses and better serve the needs of consumers at all levels. In the process of purchasing goods, people feel the packaging outside the goods. The packaging gives consumers a very intuitive impression. The physical and psychological functions of the packaging are embodied in the packaging design.

一般来讲，消费者需要直接面对商品，需要及时和商品近距离接近，这就要求商品的包装设计的东西具有直观性，直接表现出产品的外在的附加值，满足消费者各个层面的心理的需求。

Generally speaking, consumers need to face the goods directly and get close to the goods in time, which requires that the packaging design of goods should be intuitive, directly show the external added value of products and meet the psychological needs of consumers at all levels.

人们除了买商品本身之外，更多的是买心情、买满足、买自信……，在商品销售这一过程中，消费者是主体，如何激励这个主体，即消费者想要什么，消费者在购买商品的同时希望得到怎样的心理满足，是包装设计定位的前提。也是包装设计应该尽量达到的潜在的目的。

In addition to buying the goods themselves, people buy more mood, satisfaction and confidence... In the process of commodity sales, consumers are the main body. How to motivate this main body, that is, what consumers want and what psychological satisfaction consumers want while buying goods, is the premise of packaging design positioning. It is also the potential purpose that packaging design should try to achieve.

没有什么比包装设计更接近终端消费者。包装不是消费者的主要需求，但包装设计可以给消费者额外的满足。正如美国市场营销学家西奥多？李维特所说，未来竞争的关键，不在于企业能生产什么样的产品，而在于为产品提供什么样的附加价值：包装设计、服务、用户咨询、购买信贷、及时交货和人们以价值来衡量的一切东西。

Nothing is closer to end consumers than brand packaging design. Packaging is not the main demand of consumers, but packaging design can give consumers additional satisfaction. Like Theodore, an American Marketing scientist? Levitt said that the key to future competition lies not in what kind of products enterprises can produce, but in what kind of added value they can provide for products: packaging design, services, user consultation, purchase credit, timely delivery and everything measured by value.

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