Abstract：all along，packaging design is a very important field in design，its coverage is very wide，designers in the creative process is not imaginary，arbitrary creation. Packaging design is naturally the same creative process. This paper will focus on the creative process of packaging design.

1.The emergence and development of packaging design

The traditional packaging design only stays in the role of protection and little publicity，and does not take into account the packaging material and the layout design of publicity text，so the emergence and development of packaging design has experienced a lot of changes.

Because ancient packaging design was in the late primitive society，slave society and feudal society，the economic development was slow and people's productivity was slow，so packaging was only reflected in the role of wrapping goods. Until the emergence of modern industrialization，promoting the development of economy，people naturally have a visual demand for commodity packaging，a large number of commodity packaging makes some relatively rapid development of industrial countries began to form a professional machine production of packaging products industry.

With the high development of modern science and technology，the development of packaging design has entered a new period，mainly in the following aspects：first，compared with ancient times，the improvement of modern technology has also made great progress in the materials，containers and technology of packaging design，and various new types of materials have appeared one after another，making the choice of packaging materials dazzling and numerous.

2.The creative process of packaging design

The process of artistic creation is generally divided into three parts，namely，artistic experience，artistic conception and artistic expression. The same is true in packaging design. These three parts are closely linked and inseparable，and can not complete artistic creation without any step. The following will focus on how to complete the packaging art creation through these three steps in packaging design.

First of all，art experience in packaging design is reflected in the collection of a large number of commodity information and relevant information of target customers，full understanding of the relevant information required by the design，in-depth investigation of the design object's data background，on the basis of long-term accumulated aesthetic experience，fully mobilize the designer's own emotions，give play to the designer's Association and imagination and other psychological elements，and then for the design The collected and experienced information is summarized and integrated to examine，appreciate and understand the process.

Then there is the artistic conception. After the preliminary preparation，the designer's brain will begin to process the collected information，integrate，refine and freely combine the collected materials to produce a new artistic image. In packaging design，artistic conception often includes the most basic elements，that is，all the information of the packaging object，usually the size，material and other information of the packaging object. All my design ideas need to be based on these basic conditions.

After the completion of the artistic experience and artistic conception，what the designer should do is to use certain tools，material and various artistic languages，and use the designer's own unique and skilled artistic methods and skills to carry out the final step：artistic expression.

Among the three stages of packaging design creation，it is not difficult to find that these three stages are interrelated and progressive. Among them，artistic experience is the most basic starting point of the whole creative activity，and it is also the dynamic factor of artistic creation. When a designer fully carries on the artistic experience，then it is not difficult to carry on the following design creation.

3.New ideas in the process of modern packaging design

In the process of modern packaging design，a new design concept is frequently mentioned，that is，the concept of "green design" rising in recent two years. As the name suggests，"green design" is the design of environmental protection，emphasizing the protection of the ecological environment of nature，while meeting the basic requirements of environmental goals and ensuring the basic requirements of products，which not only tests the ability of designers，but also requires the integration of modern developed science and technology. "Green design" should not be limited to designers themselves，this concept should be more widely and deeply eliminated In today's society，it is everyone's duty to be people-oriented and treat the environment well.

In Japanese packaging design，designers are very conscious of the environmental factors，"green design" has become their normal design mode of thinking. When they design，they will first consider the materials that do not pollute the environment and are easy to recycle. The combination of traditional manual and modern packaging design has also become a unique design trend. This design reflects the idea of environmental protection and health，and the traditional manual packaging gives people a very fresh and simple feeling.

4.Summary

The new art concept and new art form advocated by the Art Institute made China form a new art appearance and pattern. During this period，many new artists advocated the use of western creative art techniques，combined with the patterns and patterns of traditional culture Symbol，the traditional art has a very prominent element as the main content of art design，thus enhancing the work of national characteristics and national personality，and then from the side reflects the social life at that time.

作者簡介：

莊媛（1994-04-01）女，漢族，山東省日照市。

（作者單位：齊魯工業(yè)大學(xué)（山東省科學(xué)院））