美”不是衡量包装的标准，材料的高档与否并不能决定设计的品位，华丽的外衣包在一些不适合的商品身上，过分张扬包装的价值，往往不能得到消费者的认可，同样，的产品，低劣的包装也不可能达到预期的市场效果。只有根据不同的阶段，不同的地点，不同年龄、层次的消费人群，做出有销售针对性的包装，才是的包装设计。所以评价一个包装的好坏，应客观的进行评价，应以其产品的适合性为准，不能抛开其市场状态完全以个人的审美观来决定。
"Beauty" is not the only standard to measure the excellent packaging. The high-grade materials can not determine the grade of the design. If the gorgeous coat package is used in some unsuitable commodities, it will not be recognized by consumers. Similarly, high-quality products and poor packaging can not achieve the expected market effect. Only according to different stages, different locations, different ages, different levels of consumer groups, to make sales targeted packaging, is an excellent packaging design. Therefore, to evaluate the quality of a package, we should evaluate it objectively, and should be based on the suitability of its products. We should not abandon its market state and completely depend on personal aesthetic judgment.
包装设计应具备独特的性格特征，才能更好的满足消费者
Packaging design should have unique personality characteristics, in order to better meet consumers
包装设计除了具备不可缺少的促销功能外，其本身所展示出的性格特征，更是现代包装设计必须涉及的领域，不同的消费者有不同的性格，一个具有目标个性色彩的包装，更容易满足消费者的需求，也更容易与消费者进行沟通和互动，这也是现代包装设计中不可忽略的重要问题。
Packaging design not only has the indispensable promotion function, but also shows the personality characteristics which must be involved in modern packaging design. Different consumers have different personalities. A packaging with target personality color is easier to meet the needs of consumers, and it is easier to communicate and interact with consumers, which is also an indispensable part of modern packaging design Some important issues.
包装设计越来越象一门社会科学，它是理性与感性的结合体
Packaging design is more and more like a social science, it is a combination of rationality and sensibility
因为国内包装设计的日趋发展，仅凭一个人或其主观意识，来决定其更终的形式，是不大可能产生好的包装设计的。现实中设计师往往容易陷入一个自我感觉良好的状态之中，难以自拔，其本质同客户认为自己的产品什么都好，什么都想表现，没有实质的差别。通过对目标市场的准确定位，竞争对手的准确定位，自身的准确定位，包装本身的形式、色彩、状态、货架陈列、促销宣传等就会很自然的，理性的确定下来，市场目标也就相对容易达到。
Because of the development of domestic packaging design, it is impossible to produce good packaging design only depending on one person or his subjective consciousness to determine its final form. In reality, designers tend to fall into a state of self feeling good, and it is difficult to extricate themselves. There is no substantial difference between the essence of designers and the customers who think their products are good and want to express everything. Through the accurate positioning of the target market, the accurate positioning of competitors, the accurate positioning of itself, the form, color, state, shelf display, promotion and publicity of packaging itself will be very natural and rational, and the market target will be relatively easy to achieve.
包装设计是整合型的具有策略性特征的设计
Packaging design is an integrated design with strategic characteristics
在与包装设计相关的宣传环境上，包装设计并非是独立的，以产品自身为根本，包装为，再辅以相应的广告宣传和多样的促销手段，以达到形象的统一性，效果的显著性。对于包装设计来说，也要求其相应的反映出整个项目计划中，产品广告宣传的更终目的，包装上的用语、口号配合大的销售宣传，与商家产品推广策略相一致。
In the publicity environment related to packaging design, packaging design is not independent. It takes the product itself as the foundation, packaging as the center, supplemented by corresponding advertising and various promotion means, so as to achieve the unity of image and the significance of effect. For packaging design, it is also required to reflect the ultimate purpose of product advertising in the whole project plan. The language and slogan on the packaging should be consistent with the product promotion strategy of the merchants.
包装设计在信息传达上必须是快速的，其表达的主题应具备很好的性
Packaging design must be fast in information transmission, and its theme should be unique
往往有些包装要表现的主题过多，从而弱化包装自身的吸引力。当你在琳琅满目的商品中寻觅时，你的目光在每件产品上停留时间是很短暂的，因此包装设计在信息传达上必须是直接的，更好是的，直观的，它应具备清晰明了的特征，使顾客对产品用途一目了然。这需要设计师对平面造型设计的基本技巧--图案与色彩的应用，正确的节奏把握，材质的选择，或者商品的陈列等等，都有具体的了解与掌握，力求使每项设计都经济实用。
Often some packaging to show too much theme, so as to weaken the attractiveness of packaging itself. When you are looking for a wide range of goods, your eyes stay on each product for a short time. Therefore, the information transmission of packaging design must be direct, preferably unique and intuitive. It should have clear and clear features, so that customers can clearly understand the use of the product. This requires designers to have a specific understanding and mastery of the basic skills of graphic modeling design -- the application of patterns and colors, the correct grasp of rhythm, the selection of materials, or the display of commodities, so as to make every design economical and practical.
八、包装设计是不断检讨完善中求得发展与成熟的
8、 Packaging design is to constantly review and improve the development and maturity
一个产品的包装设计往往不是单个阶段的设计，很多都是需要长时间的发展、完善，才能成熟。所以相关的人员，要经常检讨其在市场上的表现，进行再定位，不断的进行比较，调整，使其成为成熟的，稳定的商品。所以说好的包装设计是一种长期维护与保养的工作。
A product packaging design is often not a single stage of design, many are required to develop for a long time, perfect, to mature. Therefore, relevant personnel should constantly review its performance in the market, reposition, constantly compare and adjust, so as to make it a mature and stable commodity. So good packaging design is a long-term maintenance and maintenance work.
