通过分析近年来旅游纪念品包装设计所出现的问题,结合本地域的特色旅游纪念品包装设计,阐述包装设计在旅游纪念品设计中的重要性,从多个角度入手分析了整体包装设计对旅游纪念品品牌形象树立所起到的积极作用,强调了包装在特色旅游纪念品销售中所起到的重要作用。 By analyzing the problems in the design of tourism souvenir packaging in recent years, combined with the design of souvenir packaging in the local area, the importance of packaging design in the design of souvenir souvenir is expounded. From a number of perspectives, the author analyzes the overall packaging design of tourism souvenir brand image Set up to play a positive role, emphasizing the packaging in the tourism sales of souvenirs played an important role.