Folk art belongs to one of China's traditional civilizations. It has gathered the wisdom of many people. After years of deposition, it has become a part of China's civilization. Strengthening the attention on product packaging planning and paying attention to the use of ethnic elements in product packaging planning can ensure the nationalization of packaging planning and convey folk art in a large range. This article is the author's research on the important value of folk art in packaging planning, and the matters that should be paid attention to in the process of packaging planning, so as to ensure the improvement of the role of product packaging planning.

1、 The necessity of integrating folk art elements into packaging planning

Folk art is one of the representatives of traditional civilization, which represents the search of the ancestors of the Chinese people and the yearning for a better life. Traditional folk art mainly includes folk painting skills, folk sculpture skills, embroidery skills, paper cutting art and clothing art. In addition, it also includes toy planning, home planning, etc. The specific forms of folk art are diverse. Now the above forms of folk art have become national civilization. Some folk art forms have been included in the protection team of intangible civilization by the state, which shows the value of folk art civilization. In recent years, people's consumption demand is also gradually upgrading, and the requirements for product packaging are higher. The participation of folk art in packaging planning can improve the level of packaging and let more people know about China's folk civilization. It can not only meet people's consumption promotion needs, but also meet the public's aesthetic standards and ensure that folk art civilization is effectively promoted.

2、 Research on the application of folk art in packaging planning

1. clear the policy group of packaging planning

Product packaging planning, using folk art drawings according to customers' age class and civilization level. Generally speaking, older people are more likely to accept the traditional folk art. Some young customers pay more attention to the fashion of product packaging, and it is relatively difficult to understand the conservative elements of traditional folk art. Therefore, packaging planners should pay attention to the skills of folk art when planning products (2). Traditional folk art related pictures are used for older people. Young customers, on the other hand, need to innovate in folk art and properly handle folk art, such as deformation, simplification and other related art treatments. It should be noted that the original artistic characteristics of folk art should be maintained in the planning of art picture packaging, so as to prevent the impact on the civilized value of folk art, so that some people have certain misunderstandings about folk art when communicating folk art. The young collective's product planning and fashion sense are reflected in the scientific treatment of folk art pictures, so as to meet the planning needs of different groups for packaging products (3). It can be seen that in the planning of packaging products, customers' different needs should be taken into account, and the role of packaging planning should be enhanced in combination with their own understanding of folk art.

2. grasp the color common sense of folk art

For the integration of folk art elements in packaging planning, planners should make an in-depth exploration of their own planning intentions, clarify the roles and emotions they want to express, and combine different elements of packaging planning to show their own emotions. The richer the expression of color in folk art packaging products, the more emotional experience it will bring to people, and the value of folk art products will also be relatively improved. It can be seen that there is a certain connection between color and emotional performance. In the use of color in folk art products, hue is a central form of expression It is also the center to lay the emotional tone of folk art products. It has a great impact on folk art packaging planning, and can also greatly render folk art. Strengthening the use of hue in folk art packaging products can make the audience more deeply aware of the charm of the product, and thus arouse the resonance of the connoisseurs. Therefore, before the packaging planning of folk art products, the packaging planner should confirm the color tone and clarify the main color of the products, which is the key to the packaging planning of folk art products, and express the author's own feelings through the main color. Once the main color is confirmed, the basic emotional tone of the whole folk art product can be ensured. In the packaging planning, the main color and other colors should be used effectively to show the emotional elements of the packaging planners.

People's intuitive psychological feelings about the outside world are emotions. Folk art products are attributed to the real reproduction of the inner world of packaging planners. In order to better meet the needs of viewers, modern folk art products should explore the value of folk art products, strengthen packaging planning and find their own forms of expression. In folk art products, color can be used to express their feelings, and viewers can directly experience the real thoughts of packaging planners through the use of color in the products. When planning the product packaging, we need to consider the use of color, connect ourselves with the viewers, so as to achieve the policy of communicating the emotional world between the packaging planners and the viewers. Color is a key expression of folk art. Color expression serves for emotional expression. It can be seen that the use of color and emotional expression in folk art are complementary to each other. Combining the two can greatly improve the charm of folk art products and satisfy people's needs for folk art products.

3. clear packaging planning concept

In the packaging planning of modern products, if we want to express the concept of civilization, we should understand the national civilization and clear the psychological commonness of customers. In the process of product packaging planning, planners need to consider the living environment and the relevant common sense of the concept of national art civilization, and express it in their own product packaging. Packaging planning itself, in a strict sense, is an art product and a concentrated expression of the thinking and wisdom of planners. No matter what kind of packaging products, they can not be separated from the national art civilization and the era background at that time. In the planning process, the planners should be based on the concept of planning civilization. Strengthen the packaging and planning of products, so as to form a certain stimulating effect on customers through the expression of product information, so as to establish close contact between products and customers, and promote the exchange and exchange of national art civilization. Packaging planning has the same characteristics as industrial product planning, and can be started from two aspects of functionality and rationality. The function of packaging is the essential feature of planning. According to the complex situation of the use of goods, it should consider the dynamic, random and situational use characteristics of customers to ensure the basic function characteristics. Sensibility should pay attention to the emotional experience of packaging. It is the unique, intimate, humorous and other feelings brought by packaging that urge them to stimulate their purchase hope in the case of demand. Many planning elements in folk art can reach the intention of customers. For example, bamboo tube wine uses natural bamboo materials to give people the experience of returning to natural and green packaging. Another example is the "face changing king" wine planned by Tan Baorong, which mainly combines the characters with the facial makeup civilization in the folk art civilization, and takes it as the advertising of wine. From the vivid packaging planning and color allocation, it shows the civilized concept, which shows the value of folk art in product packaging planning.

4. strengthen the use of folk art pictures

In the packaging planning of products, folk art related pictures can be used. Art pictures represent the positioning and function of products. After cleaning up and summarizing, the planners found that most product packages may only have pictures, without fonts and other carriers. It can be seen that sometimes a picture can describe the intention of product packaging planning. At this stage, many product packaging planners often do not inspect the function of the product itself when planning the packaging, and use the art pictures at will, resulting in the function of the product can not be expressed through the packaging planning. For businesses, the establishment of their brands will increase certain difficulties. Therefore, we should pay attention to the planning of folk art pictures to ensure the scientificity of packaging planning. We should also explore the inherent nature of the product, take it as the reference basis for packaging planning, and ensure the innovation of product packaging planning. In addition, the packaging planning should also clarify the basic characteristics of folk art civilization, show the obvious artistic characteristics of the product planning, and ensure that the product can be effectively conveyed. For example, the "zigzag pattern", "crescent pattern" and "Wanzi pattern" in the folk paper-cut pictures have unique visual symbols, while the "lotus pattern" and "pomegranate pattern" in the traditional patterns have been given special symbolic meanings. When applied to the packaging of travel products and civilized products, they not only have traditional meanings, but also can interpret the product itself. The artistic value of these folk art pictures will still be recognized by today's customers.