In today's highly competitive food market, packaging design has become a key factor in brand differentiation and consumer decision-making. This study systematically analyzes the optimization paths of food packaging strategies and their impact on consumer behavior through a literature review approach. The study found that packaging design needs to take into account multiple factors such as color psychology, functionality and environmental sustainability: high saturation colors can quickly attract attention, but may weaken the health perception of the product; Eco-friendly packaging, which is in line with policy and consumer trends, faces cost and technical bottlenecks; Digital interactive design is emerging as a new direction. In addition, the packaging needs to be in harmony with the brand positioning, the consumption scenario and the characteristics of the target group. For example, low-saturation colors are more suitable for healthy food, and Chinese trend elements can effectively evoke emotional resonance among young consumers. Based on the literature analysis, this paper proposes optimization suggestions, emphasizing that packaging design should seek a balance between visual appeal, health image and environmental value, while integrating technological innovation and cultural symbols to enhance brand competitiveness. The study provides a systematic framework for packaging design for food enterprises and lays the foundation for future exploration of intelligent and personalized packaging trends.
Yunwen Chen (Tue,) studied this question.