包装设计作为体现现商品价值和使用途径的手段,在消费市场中具有其独特而重要的作用,是受到企业和设计师关注的重要环节。包装是商品特性、消费心理、品牌理念的综合体现,会直接影响到消费者的购买欲求,而过度包装的现象也存在于这一行业之中,背离了商品本身应有的功能,以至于让包装价值高于商品,造成在材料、加工、消费等方面的放大和浪费。本文针对包装的原则与过度包装的种种方面进行了分析,倡导绿色环保的包装原则,以更好的促进节约型社会的构建。 Packaging design, as a means of reflecting the value of goods and ways of using, has its unique and important role in the consumer market. It is an important link that is of concern to enterprises and designers. Packaging is a comprehensive reflection of the characteristics of products, consumer psychology and brand concept, which will directly affect consumers’ purchasing desire. The phenomenon of over-packaging also exists in this industry, deviating from the functions of the products themselves, The value of packaging is higher than that of goods, resulting in amplification and waste in materials, processing and consumption. This article analyzes the principles of packaging and various aspects of over-packaging, and advocates the packaging principle of green environment in order to better promote the construction of a conservation-oriented society.