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In the open information age, the internet become a thumbnail of the“global village”, social structure and economic model began to be updated; the human way of life, the consumption concept and aesthetic demands are also gradually promoted. Online shopping is the popular patterns of shopping in the modern era. With a sharp increase in the number of online shopping and the geometrical growth in the market share of online shopping, the packaging design faces a serious challenge: It is difficult for the existing packaging to meet to the needs of market and online consumer, meanwhile, flaws and shortcomings of packaging of online shopping had a great influence on the shopping passion of consumers. It is no doubt that packaging design should adjust the direction to adapt to the new shopping patterns, meet the material and aesthetic needs of the online shopping groups.Packaging design of online shopping based on the innovation of market and needs is a new strategy and methods. It emphasizes the effective combination of function and form, the packaging vision which is green, simple, fashion, clear achieved the function for business, psychology and protection; Packaging design of online shopping is to transfer the brand personality with the real package, distribute the emotional art with the reasonable package, achieve the coexistence between man and nature with the stylish package. The research methods of consumer psychology, design arts, aesthetics, economics, the research started to the online shopping, analyzes the concept, features and developments in china of online shopping, shows that market’s development prospects should be positive, states the inevitability and necessity of packaging design. Then, the status, characteristics and problems of package in China are discussed, which laid a foundation in reality for the improvement of packaging design of online shopping. Finally, packaging design of online shopping emphasizes the new position, such as, grasp market trends, understand consumer psychology and insight into the contemporary culture, in order to indicate the design principles of packaging design of online shopping which is true, forward-looking, humanistic, environmentally friendly, and the design point that clearly is communicate product information, promote the product personality, highlight the emotional appeal, in line with modern logistics, maintenance of the ecological environment.As seen from the above, broad prospects and development of packaging design of online shopping are demonstrated, which can provide the reference for enterprises and businesses to improve the packaging strategy, to expand channels, besides, speed up the process of packaging design and promote a market economy.
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