With the development of science and technology, the emergence of multi-function, new technology, new materials and new structures make packaging design become more scientific. The improvement of people's consumption level and the increasingly fierce market competition require packaging design to be more rational; the development of supermarkets and the improvement of people's aesthetic level require the serialisation of packaging design, and the development of international trade and material exchange between packaging design regions require standardisation:

First, scientific

Scientific packaging design is mainly manifested in the use of new materials and processes, to achieve a new structure and multi-functional.

(1) New materials

Packaging with paper instead of wood, in weight, volume, sealing, dust, rust, buffer, health, recycling treatment and other aspects have many advantages, not only for light packaging, for some heavy packaging is also the case; a variety of soft packaging and multi-layer composite packaging, easy to travel and carry, impervious to light, impermeable, not easy to break, easy to use. Flexible packaging is now widely used for everything from packaged beverages to dried fruit, dehydrated food, fast food and cosmetics.

(2) New technology

New technology processing of a variety of packaging containers in a new, beautiful and unique shape, replacing the old packaging containers.

(3) New structures

Plastic packaging styling styles and structures are increasingly diverse. Ordinary old flat packaging bags have been phased out, cylindrical, toothless zip, snap type and other new structure packaging is widely used; metal packaging container trend is easy to open, lightweight, scientific; in the packaging container lid structure design, a variety of safe and convenient to open the container lid is increasingly diverse.

(4) Multi-function

This means that in addition to the basic functions of protecting and beautifying goods, packaging also requires many new functions, such as practicality and ease of transport. A certain box design, for example, has a small cut on each side, with the excess tongue on the horizontal cut standing upright, just in time to be glued to the horizontal opening of the upper box when stacking. In this way, one box is glued to another and several boxes can be stacked together in a stable manner.

Secondly, rationalisation

(i) A more rational choice of materials

Packaging design must be based on materials, giving full play to the characteristics of the materials so that they are commensurate with the grade of the goods.

(ii) The volume of the packaging container is more appropriate

Modern packaging is more focused on the needs of consumers, so the suitability of packaging volume in packaging design has gradually formed a new trend. For example, small and disposable packs are becoming increasingly popular with consumers as they are suitable for families and travel.

(iii) Increasingly lower cost of packaging design

Packaging designers must consider the interests of consumers and try to reduce the financial burden on them through material savings and cost reductions. Under normal circumstances, excessive packaging is an unreasonable manifestation of packaging design, but it is undesirable to reduce costs and compromise the quality of packaging.

The amenity of packaging design is gaining importance

The amenity of the packaging is one of the signs reflecting the function of modern packaging, which has been widely valued in recent years. Packaging design should take full account of ergonomics and consumer psychology. The desirability of packaging design is very light and easy to carry, which can stimulate workers' labour interest and reduce brutal loading and unloading; easy to carry, which can induce consumers' desire to buy and expand sales.

Thirdly, standardisation and serialisation

In order to meet the needs of production, storage, transportation and sales, and to facilitate international trade and the exchange of materials between regions, packaging standardisation has become a common trend in international packaging development. More and more countries have formulated national standards and decrees on packaging, and the International Organization for Standardization has also formulated a series of standards on packaging.
Series packaging is a major feature of current packaging design, which uses a unified picture or text and a unified modelling image to allow consumers to recognise the manufacturer at a glance from the colourful shelves, thus establishing the concept of word of mouth and brand name, giving the product a strong sense of wholeness and a distinct impression. The main forms of expression are: the same packaging structure or shape, the same text and pattern composition position, the same artistic treatment, but the picture or screen colour is different; the same colour or text, but the shape of the packaging container varies from product to product; the use of colour photographs to show different varieties of similar goods, so as to visualise and realistically express the characteristics of the goods and arouse the interest of consumers; the same design is used inside and outside the packaging design The design style is the same inside and outside.