一個成功的包裝設(shè)計應(yīng)從商標(biāo)、圖案、色彩、造型、材料等構(gòu)成要素入手，在考慮商品特性的基礎(chǔ)上，遵循設(shè)計的一些基本原則，如：保護商品、商品、方便使用等，使各項設(shè)計要素協(xié)調(diào)搭配，相得益彰，以取得好的包裝設(shè)計方案。
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.
如果從營銷的角度出發(fā)，包裝圖案和色彩設(shè)計是突出商品個性的重要因素，個性化的形象是非常好的促銷手段。迎合特定人群的不同需求，對產(chǎn)品的銷售會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.
包裝設(shè)計的所達到的目的應(yīng)該是塑造產(chǎn)品及商家的形象，更好服務(wù)于消費者的各個層次的需求。人們在購買商品的過程中感受商品外面的包裝，包裝帶給消費者的是一種非常直觀的印象，包裝的物理功能和心理功能都在包裝設(shè)計上體現(xiàn)無余。
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.
一般來講，消費者需要直接面對商品，需要及時和商品近距離接近，這就要求商品的包裝設(shè)計的東西具有直觀性，直接表現(xiàn)出產(chǎn)品的外在的附加值，滿足消費者各個層面的心理的需求。
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.
人們除了買商品本身之外，更多的是買心情、買滿足、買自信……，在商品銷售這一過程中，消費者是主體，如何激勵這個主體，即消費者想要什么，消費者在購買商品的同時希望得到怎樣的心理滿足，是包裝設(shè)計定位的前提。也是包裝設(shè)計應(yīng)該盡量達到的潛在的目的。
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.
沒有什么比包裝設(shè)計更接近終端消費者。包裝不是消費者的主要需求，但包裝設(shè)計可以給消費者額外的滿足。正如美國市場營銷學(xué)家西奧多？李維特所說，未來競爭的關(guān)鍵，不在于企業(yè)能生產(chǎn)什么樣的產(chǎn)品，而在于為產(chǎn)品提供什么樣的附加價值：包裝設(shè)計、服務(wù)、用戶咨詢、購買信貸、及時交貨和人們以價值來衡量的一切東西。
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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