Packaging is a comprehensive reflection of brand concept, product characteristics and consumer psychology, which directly affects consumers' desire to buy. We are convinced that packaging is a powerful means to establish the affinity between products and consumers. Today, with the economic globalization, packaging and commodities have been integrated. As a means to realize commodity value and use value, packaging plays an extremely important role in the fields of production, circulation, sales and consumption, and is an important topic that enterprises and designers have to pay attention to. The function of packaging is to protect commodities, convey commodity information, facilitate use, facilitate transportation, promote sales and increase added value of products. Packaging, as a comprehensive subject, has the duality of combining commodity and art. Elements of success of catalogue elements of appearance elements of composition elements of material elements of classification according to product content, packaging materials and product nature, standardization of basic procedures of production and packaging testing, color application of three-dimensional knowledge holism and its application function concept, safety concept, promotion concept, production concept, humanization concept, artistic concept, environmental protection concept, visual communication concept, formation factor of new concept of green packaging, development trend, introduction to information content of related books, introduction to successful elements of book catalogue packaging design major, Form elements, composition elements, material elements, classification according to product content, packaging materials and product nature, standardization of production packaging testing, basic procedures, color application, three-dimensional knowledge holism and its application function, safety concept, promotion concept, production concept, humanization concept, artistic concept, environmental protection concept, visual communication concept, new concept of green packaging, formation factors, development trend, related books, information content, introduction to book catalogue, packaging design, professional editing, successful elements of this paragraph, successful packaging design must have Prepare the following six points: shelf impression readability appearance pattern trademark impression function description refining selling point and selling point map cultural editing This paragraph constitutes the elements of packaging design, which refers to the container structure modeling and packaging beautification and decoration design for packaged goods by using appropriate packaging materials and ingenious technological means. From this, we can see the three elements of packaging design. The appearance factor is the appearance of the display surface of commodity packaging, including the size, size and shape of the display surface. There are three forms we see in our daily life, namely, natural form, artificial form and accidental form. However, when we study the form composition of products, we must find a form that is suitable for any nature, that is, to extract the regular things that are the same as * * *, which is called abstract form. As we know, morphological composition is the shape element, or it is called morphological element, which is a variety of ever-changing forms formed by certain methods and laws. Form is composed of points, lines, surfaces and bodies. The packaging forms mainly include: cylinder, cuboid, cone and various forms, and the combination of related forms. The novelty of packaging forms formed by different cutting plays a very important role in the visual guidance of consumers, and the unique visual forms can leave a deep impression on consumers. Packaging designers must be familiar with the characteristics and expressions of the form elements themselves, and use them as materials to express the beauty of form. When we consider the shape elements of packaging design, we must also understand it from the perspective of the law of formal beauty. According to the principle of formal beauty of packaging design and the characteristics of products' own functions, various factors are organically and naturally combined to obtain a perfect and unified design image. The rules of formal beauty of packaging appearance elements are mainly considered from the following eight aspects: British DesignBridge packaging design symmetry and balance rules, stability and lightness rules, comparison and harmonization rules, repetition and echo rules, rhythm and rhythm rules, comparison and association rules, proportion and scale rules, unity and change rules, and composition elements are a complete picture in which trademarks, graphics, words and combinations on the display surface of commodity packaging are arranged together. The combination of these four aspects constitutes the overall effect of packaging and decoration. The application of trademark, figure, text and color, the composition elements of commodity design, is correct, appropriate and beautiful, which can be called excellent design works. 1. Trademark design A trademark is a symbol, a symbolic image of enterprises, institutions, commodities and facilities. Trademark is a kind of related arts and crafts, which involves politics, economic legal system, art and other fields. The characteristics of a trademark are determined by its function and form. It needs to express the rich communication content in a simpler and more general form in a relatively small space, and at the same time, it needs observers to understand its internal meaning in a short time. Trademarks can generally be divided into three forms: word mark, graphic trademarks and trademarks combining words with pictures. A successful trademark design should be the product of the organic combination of creative expression. Creativity is the synthesis, analysis, induction and generalization of a certain idea according to the design requirements. Through philosophical thinking, it turns abstraction into image and gradually transforms the design concept from abstract appraisal performance into concrete image design. 2. Graphic design The graphics of packaging and decoration mainly refer to the image of the product and other auxiliary decorative images. As the language of design, graphics is to show the internal and external components of the image and convey the information to consumers in the form of visual image. To achieve this goal, the positioning accuracy of graphic design is very critical. The process of positioning is the process of getting familiar with all the contents of products, including the nature of goods, the meaning of trademarks, product names and the status quo of similar products, and many other factors should be familiar with and studied. Graphics can be divided into physical graphics and decorative graphics. Domestic aerolite packaging design physical graphics: using painting techniques, photography and so on to express. Painting is the main form of packaging decoration design, drawing pictures according to the needs of the overall packaging concept to serve the goods. Compared with photography, it has the characteristics of freedom of choice, refinement and generalization. The painting technique is intuitive and interesting, and it is a means to publicize, beautify and sell goods. However, the commercial nature of commodity packaging determines that the design should highlight the real image of commodities and give consumers an intuitive image. Therefore, it is the best way to express the real and intuitive visual image with photography. Decorative graphics: there are two ways of expression: figurative and abstract. Figurative figures, landscapes, animal or plant patterns as symbolic graphics of packaging can be used to express the contents and attributes of packaging. Abstract techniques are mostly used for freehand brushwork, and abstract geometric patterns, color blocks or texture effects of points, lines and surfaces are used to form a picture, which is concise, eye-catching and has a sense of form, and is also the main expression technique of packaging and decoration. Usually, concrete form and abstract expression are not isolated in packaging and decoration design, but combined with each other. Dialectical unity of content and form is a universal law in graphic design. In the design process, according to the needs of graphic content, it is the basic requirement of packaging designers to choose corresponding graphic expression techniques, so that graphic design can achieve the unity of form and content, and create applicable, economical and beautiful decorative design works that reflect the spirit of the times and national features. 3. Color design Color design plays an important role in packaging design. Color is an important factor to beautify and highlight products. The application of packaging color is closely related to the conception and composition of screen design. Packaging color requires planarization and homogenization, which is highly summarized by color filtering and refining. Based on people's association and color habits, it is a means of packaging art to exaggerate and change color. At the same time, the color of packaging must also be controlled and restricted by technology, materials, use and sales area. The color requirements in packaging and decoration design are eye-catching, with strong contrast, which is attractive and competitive to arouse consumers' desire to buy and promote sales. For example, food and bright and rich colors, mainly warm colors, highlight the freshness, nutrition and taste of food; Medicine and pure cold and warm colors; Soft midtones are commonly used in cosmetics; Hardware, mechanical tools commonly use blue, black and other calm color blocks to show the characteristics of solidity, precision and durability; Children's toys commonly use bright and dazzling solid colors and various color blocks with strong contrast between cold and warm to meet children's psychology and hobbies; Sporting goods mostly use bright and loud color blocks to increase the feeling of activity and sports. Different goods have different characteristics and attributes. Designers should study consumers' habits and hobbies, as well as the changing trend of popular colors at home and abroad, so as to continuously enhance the awareness of sociology and consumer psychology of colors. 4. Character design is a symbol to convey ideas, exchange feelings and information, and express a certain theme. The brand, product name, description, advertising text, manufacturer, company or distribution unit on commodity packaging reflect the essential content of packaging. When designing packaging, these words must be considered as a part of the overall design of packaging. The main points of text design in packaging and decoration design are: the text content is concise, true, vivid, easy to read and remember; Font design should reflect the characteristics, nature and uniqueness of goods, and have good recognition and aesthetic functions; The arrangement of characters and the overall design style of packaging should be harmonious. Material elements Material elements are the texture and texture of the surface of the materials used in commodity packaging. It often affects the visual effect of commodity packaging. The best effect of commodity packaging can be achieved by using the surface changes or surface shapes of different materials. Packaging materials, whether paper, plastic, glass, metal, ceramic, bamboo and other composite materials, have different texture and texture effects. Using different materials and properly combining them can give consumers different feelings such as novelty, coldness or luxury. Material element is an important part of packaging design, which is directly related to the overall function and economic cost of packaging, production and processing methods, recycling and treatment of packaging waste and many other issues.