the embodiment of packaging creativity: packaging design is an indispensable part and external form of modern commodities, and creative packaging design is not only a beautiful coat for commodities to enter the market. At the same time, it is also an effective means to realize commodity value and use value. Successful packaging design must contain some creative elements. What is creativity? This is a simple and complicated question. Creativity is a good idea, a good idea, and shows its novelty and uniqueness. "Creation" in creativity is explained by "initiative-". "Yi" means "novelty and creativity". The creativity of packaging design can be reflected in many aspects, including packaging materials, packaging forms and packaging structures, as well as packaging brand fonts, packaging graphics, packaging colors, packaging arrangements and other specific links. Packaging design belongs to visual communication art, which seeks visual originality and aesthetics, and at the same time has clear information. Without the creative expression of clear information visual form, its creativity cannot reflect the commercial value of packaging, and creativity should always focus on the function of packaging-spreading information. Creative preparation of packaging design: Creativity embodies a kind of innovation, which is the source of the development of human society and the inexhaustible motive force for artistic progress, innovation and change. Packaging design serves business, facing the fierce competition market and picky consumers. Only creative commodity packaging can have sales power and attraction, and can conquer the market and win the favor of consumers. Creativity is the soul of design and the premise of successful design. Excellent creativity comes from designers' keen market insight and positive thinking, knowledge accumulation and rich experience. Creativity is the magic weapon for the success of packaging design. However, the creativity of packaging design is a restricted creative activity. (For example, the basic size and shape of packaging, the subjective opinions of customers, the packaging cost, the limitations of packaging processing technology, etc.) How to create freedom in the constraints and do infinite thinking under limited conditions is a long-term work that every designer must strive to explore. Before carrying out specific ideas, packaging should first fully understand the enterprises and products that produce goods, generally from three aspects: 1. Basic market conditions, such as the market characteristics and potential of the product, competitors and so on; 2, the basic situation of consumer groups, such as; The age, economic income and cultural quality of consumers; 3, the basic situation of market-related products and their own products, such as new products on the market or old products in packaging, including brand image and popularity, goodwill, trust, product price, quality, sales methods and so on. After extensive understanding, designers can give full play to their personal imagination and creativity according to the information they have, make preliminary creative ideas, and finally determine the creative point after further deliberation, improvement and development. Generally speaking, the creative goal of packaging should firmly establish the idea of "people-oriented". Laozi once said: The old road is big, the sky is big, the land is big, and the people are big. There are four in the domain, but there is no one to live in. It shows that people are an important factor that cannot be ignored, and we should attach importance to people and people-oriented thought. When looking for accurate and reasonable positioning of packaging design. Pay attention to people's material needs and spiritual feelings. The creative expression process of packaging first begins with our thinking. The more reverse and horizontal this thinking is, the more logical and practical it is. This is the valuable creativity.