随着经济社会的不断发展,现代人生活水平越来越高,消费能力越来越强,消费已经不再是基本的生存需求,更是追求一种生活情调和审美体验。现代人消费心理的成熟和消费观念的提高给包装设计带来了挑战,越来越多的设计师将重点放在趣味性包装设计上,以此来吸引消费者的眼光,创造出新的销售市场。本文对此进行了探讨。 With the constant development of economy and society, the living standards of modern people are getting higher and higher, the spending power is getting stronger and stronger, consumption is no longer the basic living demand, but the pursuit of a kind of life style and aesthetic experience. The maturity of the modern consumer psychology and consumer attitudes have brought challenges to the packaging design, more and more designers will focus on the design of the fun of packaging, in order to attract the consumer’s vision to create new sales market. This article explores this.