When consumers come into face-to-face contact with a wide variety of products, packaging itself is the most important carrier of product information, and it has become a direct incentive to stimulate consumers' desires and determine consumers' buying behavior. In addition to protecting the basic functions of products, packaging design plays an increasingly important role in advertising information dissemination. What are the advertising principles in packaging design?

Packaging is an important part of commodities, and its functions mainly include product protection, storage and transportation, promotion and profit increase. In addition to the above four functions, the advertising communication function of packaging has also been widely concerned in recent years. The advertising function of packaging is embodied in that product packaging can be used as the carrier of advertising information dissemination of packaged products and even other products. As the carrier of advertising information, packaging design can include brand, trademark, product slogan, advertising image, advertising pictures, product information and other advertising communication elements. When consumers read or browse packaging words or packaging pictures, the advertising communication function of packaging is realized invisibly.

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Analysis of advertising communication effect of packaging. Advertising is essentially a mass communication activity, aiming at promoting sales and disseminating information about products or services through specific media. Packaging design is also a creative expression of product information and visual communication with consumers. Excellent packaging design has outstanding promotion function. The universality of packaging design and advertising communication in the expression of purpose and information creativity provides realistic conditions for the realization of packaging design advertising communication function.

Specific forms of advertising communication in packaging design. Packaging is an important carrier of product advertising information. In packaging design, the main information elements transmitted include product name, brand, trademark, manufacturer, raw materials and so on. These information are also information elements in advertising communication. Advertising communication creatively expresses these information through visual expression or auditory expression, and communicates creative information with target consumers through advertising media. The expression of visual information in advertising communication often appears in packaging design. In this sense, product packaging has become the carrier of product advertising information.

Packaging is the most direct advertisement of products. With abundant commodities, serious product homogeneity and consumers surrounded by media information, the role of packaging in communication with consumers is increasingly obvious, and the advertising role of packaging is increasingly recognized and recognized by people. Although some brands have made some successful applications in advertising communication by using packaging design, some institutions and scholars have also explored packaging advertising. But in general, some problems have affected the full play of the role of packaging advertising.

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