The Ministry of Agriculture of China has made significant contribution to the economic development of Northeast China and promoted the production of many agricultural products[1]. Due to demand, the importance of packaging design in this area is also being upgraded, as it can reshape the appearance of products and improve consumers' attention to products. The purpose of this study is to clarify the needs of packaging design of agricultural products in Northeast China, and also to study products from the perspective of consumer demand. Study design using qualitative methods, including focus group discussions with consumers and packaging designers. The survey results show that the demand for innovative, informative and environmentally friendly packaging design is growing rapidly. Consumers show a preference for packaging that blends aesthetic appeal with function and sustainability. In addition, well-designed packaging can significantly influence consumers' purchasing decisions, thus playing a pivotal role in brand competition and market positioning. The analysis also highlights a paradigm shift towards personalized packaging design, in line with global trends. The study highlights the need for agricultural producers and packaging designers in the Northeast to evolve with changing needs and recommends investing in creative, sustainable packaging design. It also advocates fostering synergies between designers, producers and consumers to optimize the packaging design process, thereby driving market competitiveness, consumer satisfaction and environmental stewardship. The insights gleaned from this study illuminate pathways for future research and practical advancements in the field of agricultural packaging design in the Northeast region.
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