Packaging is a comprehensive reflection of the brand concept, product characteristics and consumer psychology, and it directly affects consumers' desire to buy. We are convinced that packaging is a powerful means to establish affinity between products and consumers. In today's globalized economy, packaging and products have become one. As a means of realizing the value and use of goods, packaging plays an extremely important role in production, circulation, sales and consumption, and is an important issue that business and design have to pay attention to. The function of packaging is to protect commodities, convey commodity information, facilitate use, facilitate transportation, promote sales, and increase the added value of products. As a comprehensive discipline, packaging design has the dual nature of combining commodity and art.

A successful product has three elements (successful product brand components: price, quality, service) harmonious unity of the results. A positioning that fits the market, a product image that suits the market, and an excellent planning and promotion plan are the "tools" to seize the market! Xingfa defines product image in this way: product image of packaging design is a comprehensive expression of product price, quality, service and other elements; it is the appeal carrier of marketing and consumption concept between manufacturers and consumers; it is the direct narrative of brand, taste and quality. Product image includes: brand logo design, packaging design, terminal publicity. In a nutshell, it is the product visual system. Product image is an important part of the planning and promotion program. That raises a question: how should companies create product image? Summarizing years of work experience, we have come up with the "FPE" product image planning and design theory. Packaging design "FPE" means "suitable, practical, extended" "FIT", the product image to be surprising, must have its own product characteristics, accurate market positioning, consumer group segmentation. FIT means "fit", we must design the product image to suit the market positioning of the product and the segmentation of the consumer group. Artistic is to assist sales, art should not be separated from the market; "P" is the market planning "PRACTICALITY" practicality, product packaging is the product coat, it not only needs to reflect the three elements of the product, but also should have a certain degree of practicality, for For producers, packaging should not only reflect the product's appeal point, maximize the visual impact of the counter, but also to minimize production costs; for consumers, not only to find the easiest point of willingness to buy, but also to induce willingness to buy, packaging has a certain practical function "E" is "EXTEND "Extend", packaging, terminal promotional products are talking promotional tools, then, we should give it in the creative design with the effectiveness of the publicity of the extension. In other words, after consumers consume the product, due to the exquisite product packaging and the use of packaging to extend the results of publicity.