【Abstract】： in the era of economy under the guidance of the pursuit of commercial interests is the majority of product designers and manufacturers to their starting point. Through several attempts， from the product function and the form of not considering all the design rules， simply to stimulate consumer consumption and design. This design method， the product packaging market chaos.

【Key words】： modern product packaging， lost form， lost function

When the product is displayed on the shelves， the researchers found similar products： various styles， simple and practical product packaging is difficult to stand out. Then the producers will find the innovation in the form and function of product packaging design. The novel will make the product packaging on the shelf stand out， get a good sales performance but at the same time， enterprises should have a high cost of capital to provide design and advanced production technology. These small businesses bear economic pressure in the weak case， they will look to the outstanding packaging on the market with cheap production process. Under this condition， all kinds of imitation packaging， blind packaging， packaging and excessive packaging approximation have emerged. These products packaging blindly with the market profits as value orientation， disrupting the development rules of packaging market， which also led to the part of the product packaging lost the direction of development.

1. lost in the form of product packaging

For a commercial value of the product packaging， it is based on the implementation of its basic function of the style has its own unique form， including design， packaging， color collocation， graphics， text typesetting. Design style to consumers in foot to instant impression， in order to attract consumer attention， stimulate the desire to buy. However， with the development of packaging industry， all kinds of design in the form of some enterprises emerge in an endless stream.

In the form of packaging design is also lost.

Small businesses tend to imitate the large enterprises of similar products packaging. When a brand after the baptism of time， after years of training to become a famous brand enterprise， the brand effect can bring higher profit and better development space. Many similar enterprises also want their products as brand-name products like open market， get higher profit. Then， in order to reduce development cost， shorten the development cycle， the enterprise will have been listed， sales of high imitation brand-name products. From the logo， copy， packaging and other aspects of brand-name products imitation. For example， the \"white\" laundry products after the listing， the market emerged a call \"self laundry products\". The \"self\" completely imitate the \"white\" logo， the text part， packaging color tone is completely extracted from the \"white\" products， if consumers Not careful comparison is difficult to find the two kinds of different products. These imitation packaging imitation will damage the reputation and the rights and interests of the enterprise， but also damage the interests of consumers.

Small enterprises blindly follow the social fashion product packaging. When a society spread in the crowd when everyone wants to borrow this array of Dongfeng fire one. With this innovative design thinking the designer does not see more， even if they are involved in the design to be a creative period. Enterprises will not waste precious time and other design works was born， only a few social customs quickly grasp the characteristics of product packaging design. In the case of Coca-Cola， in the popular music and movement as the carrier to youth， fashion culture young people into the market， China's \"cola\". It puts a copy \"Chinese own Cola Cola\" and later \"open， happy naturally.\" It can be said that settle a matter by leaving it unsettled blindly follow the trend of packaging is very difficult in the packaging industry developed.

2. lost the function of product packaging

A complete package in his basic storage， product protection mission， will realize their own value. As the product packaging accessories， as long as it is involved in the market circulation， participate in product sales， will realize their own business and social functions. For some enterprises， realize the commercial function is the ultimate goal of design. However the enterprise， the excessive pursuit of the commercial value of the product packaging， packaging in a functional design is lost.

The added value of excessive pursuit of packaging， for excessive packaging products. Two matched enterprises of the same type of product sales competition， the survey found that only the product packaging wonderful form， perfect function is hard to win. In China， the traditional moon cake package as an example， the mid autumn Festival， all kinds of cakes listed， beautiful moon cake packaging is a big selling point. For gift culture in the Chinese， high-grade gift packaging can enhance the grade of the giver. So， people on the single A repeat of moon cake packaging， and constantly improve its packaging \"grade\"， which can attract consumers. For these super value of excessive packaging， its actual value is very different with the sale price， not only a waste of packaging materials， pressure on the environment， and to deceive consumers suspect. In the packaging market. This kind of product is difficult to continue to develop.

3. development direction of modern product packaging

For a good product packaging， it should have their cultural orientation. Packaging should pay attention to the needs of people， concerned about the social and environmental requirements， starting from the people， people-oriented， the pursuit of sustainable development. The future of packaging design， will continue to meet the needs of people， based on people， cultural packaging， green packaging for the direction of development.