随着知识经济时代的到来,人们对商品及企业服务有着更高的期望和诉求。因此,设计者就要更加重视商标在包装设计中的展示作用,展示商品及所属企业的理念、品质和服务等信息就尤为重要。本文从商标的重要性及在包装设计中具体应用来分析,商标在包装设计中对商品及企业行销战略的重要作用。 With the advent of the era of knowledge economy, people have higher expectations and demands for goods and services. Therefore, designers should pay more attention to the trademark in the packaging design, the display of goods and their business philosophy, quality and service information is particularly important. This article analyzes the importance of trademarks and the specific application in packaging design. The importance of trademarks in the packaging design for the marketing strategies of goods and enterprises.