On the basis of analyzing the alienation of existing packaging design, this paper expounds on the evolution process of the aesthetic value of packaging design. It is pointed out that the current packaging design's "people-oriented" aesthetic values are insufficient. The emotional design of packaging cannot be limited to catering to the emotional needs of consumers but needs to deeply explore the hidden emotional needs of consumers, and guide the improvement of aesthetic values of consumers from the level of spiritual and cultural needs (cultural return, natural return, traditional return).