包装设计是一项“面子”工程,随着市场经济的繁荣,包装设计异军突起,对品牌的塑造起着重要作用。包装设计功能越来越强大,但同时也给消费者带来困惑。文章阐述了包装设计的功能,指出当前包装设计存在的问题,进一步探讨包装设计的原则。 Packaging design is a “face ” project, with the prosperity of the market economy, the sudden emergence of packaging design, brand building plays an important role. Packaging design more and more powerful, but also give consumers confusion. The article expounds the function of packaging design, points out the problems in the current packaging design, and further discusses the principles of packaging design.