Brand packaging design has different plans for different products. If packaging design is from the marketing point of view, brand packaging design patterns and color design are important factors to highlight the individuality of goods, and personalized brand image is the most effective means of promotion. Brand packaging design should start with the components such as trademarks, patterns, colors, shapes and materials, and follow some basic principles of brand design on the basis of considering the characteristics of goods, such as protecting goods, beautifying goods and facilitating use, so as to make all design elements coordinate and complement each other, so as to obtain the best packaging design scheme. Packaging design technology is a combination of art and natural science, which is applied to product packaging protection and beautification. It is not "art" in a broad sense, nor is it a simple decoration, but a multi-functional embodiment with comprehensive elements such as science, art, materials, economy, psychology and market.

packaging has two main functions: one is to protect products; The second is to beautify and publicize products. The basic task of packaging design is to complete the modeling, structure and decoration design of product packaging scientifically and economically.

(1) packaging modeling design

packaging modeling design, also known as body design, mostly refers to the modeling of packaging containers. It uses aesthetic principles, through the changes of shape, color and other factors, and shows the packaging container modeling with packaging function and beautiful appearance in visual form. Packaging containers must be able to reliably protect products, must have excellent appearance, and also need to be economical.

(2) packaging structure design

packaging structure design is based on the basic functions of packaging, such as protection, convenience and reusability, and the actual production conditions, and it is based on scientific principles to specifically consider the external and internal structure of packaging. An excellent structural design should take the effective protection of commodities as its primary function; Secondly, the convenience of use, carrying, display and shipment should be considered; Also try to consider the functions of being reusable and displaying the contents.

(3) packaging and decoration design

packaging and decoration design is to highlight the characteristics and image of products in the form of patterns, characters, colors, reliefs and other artistic forms, and strive to decorate and beautify products with exquisite modeling, novel patterns, bright colors and vivid characters, so as to promote product sales. Packaging and decoration is a comprehensive science, which is not only a practical art, but also an engineering technology. It is an organic combination of arts and crafts and engineering technology, and considers marketing, consumer economics, consumer psychology and other disciplines.

An excellent packaging design is the organic unity of packaging modeling design, structural design and decoration design. Only in this way can the role of packaging design be fully exerted. Moreover, packaging design not only involves the two academic fields of technology and art, but also involves many other related disciplines in their respective fields. Therefore, it needs hard work to get a good packaging design.