Mainly refers to the form, color, texture, form is the inner essence of things under certain conditions of expression techniques, including morphology and modality. The packaging form shows its own independent value under the premise of function and purpose. The research on assurance forms not only relates to communication and identification, but also to people's psychological feelings until awareness, because we see the cultural meaning of the form is extracted from the packaging style of the essence of the state. As Arnheim stated in his book "Art and Visual Perception," "The visual image is never a mechanical copy of a perceptual material, but a creative grasp of reality. The image it grasps is rich in imagination. The image of sex, creativity, and sensibility of beauty. The activities of watching the world have been proved to be the interaction between the nature of the external objective things themselves and the nature of the viewer.

Color has a certain social and psychological effect, because people's perception is constant, organized, associative, and active. The psychological effect of color is the induction form that occurs between people and color. As the association of color, the concept of abstraction directly associated with color is the association of relationship and meaning. As people’s ideological methods are deeply influenced by a national culture, different societies, different environments, and different knowledge structures bring about obvious differences between people and between peoples and nations. Taking yellow as an example, the eastern representative is noble and beautiful, and Western Christianity is considered shameful; if red, the eastern symbolizes warmth, auspiciousness, and positiveness, while the West symbolizes sacrifice as a battle. Material. Refers to the raw materials used in packaging design, different eras, cultural backgrounds, and different regions have different choices of packaging materials. Chinese packaging products use more natural materials. Packaging made of bamboo, wood and paper is more intimate than metal and plastic. For example, the forms of palm kernels and gourd tea have a large number of reasonable functional factors. Traditional human culture, local taste and natural taste in the traditional packaging culture provide a richer source for our design.

Packaging design is an important cultural phenomenon. Its cultural connotation is not only a device of specific cultural symbols. It will embody the designers’ understanding and experience of natural society and human culture. We must further improve the cultural mechanism of the main body of packaging design. , to enhance the packaging design of the cultural carrier information dissemination capabilities. American culturalist Clarke pointed out that “culture includes various explicit or implicit patterns of behavior and constitutes outstanding achievements of human groups, including achievements in artificial products.” In the development of packaging design, accurately grasping culture and function, History and reality, ethnic culture and foreign culture, design concepts and packaging symbols and other factors in the interaction between design and creation, can make the external interface of the packaging appeal to human vision with a direct and artistic image, thus in the commodity In marketing activities, guide people's consumption choices and improve fashion consumption quality.