20世纪90年代以来,随着信息技术与网络技术飞速发展,包装设计作为新经济的标志开始出现并得以迅猛发展。市场竞争的深度、广度、持久性的敏感性都是空前的激烈其中包装当然被放在重要的位置上。色彩是极具价值的,它对我们表达思想、情趣、爱好的影响是最直接、最重要的。自然色彩包装设计不仅增强消费者的审美愉悦,更能激发消费者的购买欲望,丰富他们的想象力,也能陶冶顾客的心智,自然色彩作为表达感情的视觉语言,就成为包装设计者必须研究的课题。本文通过分析自然色彩的意义和内涵,并借助包装实例,阐述了自然颜色在包装设计中的必要性、优势和影响等问题。 Since the 1990s, with the rapid development of information technology and network technology, packaging design began to appear and developed rapidly as a sign of the new economy. The depth, breadth and persistency of market competition are unprecedentedly intense. Of course, the packaging is placed on the important position. Color is of great value. It has the most immediate and important impact on our expression of ideas, taste and hobbies. Natural color packaging design not only enhance the aesthetic pleasure of consumers, but also stimulate the desire of consumers to purchase, enrich their imagination, but also cultivate the customer’s mind, the natural color as a visual language to express feelings, packaging designers have to be studied The subject. In this paper, by analyzing the meaning and connotation of natural color, and by means of package examples, the necessity, advantage and influence of natural color in packaging design are expounded.