In the past for a long time, the value of packaging design around the unit of goods and exist. Packaging in the product circulation stage plays a special, non-material role, after packaging, material products into goods. The packaging structure needs to take into account whether the material of the built-in product is fragile and the packaging material needs to take into account the cost of the bulk packaging product. The packaging form needs to take into account the effect of the product shelves. The value of packaging design seems to map the positioning of enterprises for the product and look forward to.

Industrial civilization to human problems is more and more environmental problems, packaging waste generated by the destruction of the environment is one of the important reasons, harmful waste on the environment caused by serious harm has affected all aspects of people's lives, Even a direct threat to the survival of the earth, this is not alarmist. To establish the concept of appropriate packaging design, it is better to expand the connotation of packaging, packaging design to find the essence.

Eco-environmental protection is undoubtedly the development trend of globalization. World Packaging Organization will be green as the primary criteria for evaluation of packaging design. Many developed countries through the development of regulations to limit the excessive production of packaging. This can be used to understand that packaging design should focus on the balance between social needs and environmental protection, the reduction, weight loss, recycling and degradation as the main goal of eco-friendly packaging to the concept of simple design to limit the packaging consumption, so as to achieve Brand packaging design sustainable development.