近年来,在包装设计中融入传统文化渐成主流,很多优秀的包装设计作品获得了国际国内奖项。但值得注意的是,仍有很多对传统文化理解不到位、生搬硬套的包装设计作品,这些作品不仅不利于商品概念的传达,还会造成消费者视觉上的疲劳和心理上的厌恶。本文从传统材料、传统造型、传统汉字、传统色彩四方面对传统文化在包装设计中的应用展开分析,提出注意和改进方案,以拓宽本土化设计的思路。 In recent years, the integration of traditional culture into the packaging design has become the mainstream, and many excellent packaging design works have won international and domestic awards. However, it is noteworthy that there are still many packaging design works that are not well understood and understood by traditional culture. These works are not only unfavorable to the communication of commodity concepts, but also result in visual fatigue and psychological distress to consumers. This article analyzes the application of traditional culture in packaging design from four aspects: traditional materials, traditional modeling, traditional Chinese characters and traditional colors, and puts forward attention and improvement proposals to broaden the thinking of localization design.