包装在产品的营销中起着重要的作用,精致的包装能给消费者留下美好的第一印象,促进了消费者对产品的选购。也可以说,包装其实就是产品的外衣,它不仅可以代表着产品的品牌文化,还能反映出产品的个性以及特质。本文主要对产品包装设计心理策略、产品包装设计的营销优化策略以及包装设计对产品营销的作用进行了分析。 Packaging in the marketing of products plays an important role, exquisite packaging can give consumers a beautiful first impression, and promote consumer purchasing products. Can also be said that the packaging is actually the coat of the product, it can not only represent the product’s brand culture, but also reflect the product’s personality and characteristics. This article mainly analyzes the psychological strategy of product packaging design, the marketing optimization strategy of product packaging design and the role of packaging design in product marketing.