Packaging Design Strategy Based on Concealment Technique: Focusing on the “Deceive the Heavens to Cross the Sea” Principle

This study integrates domestic and international literature and market cases on covert packaging design to explore the application of the “Deceive the Heavens to Cross the Sea” strategy in packaging design, providing practical guidance for designers. Using Pinterest and Zool as data sources, 54 relevant market cases were collected. A systematic analytical framework was constructed by combining Eastern strategic thinking with Western theoretical perspectives. An in-depth analysis of packaging design elements such as theme, decoration, structure, craftsmanship, and colour was conducted. The study identified key features of “Deceive the Heavens to Cross the Sea” strategy packaging, including themes that mimic everyday objects, suggestive decorative designs, shapes and craftsmanship serving thematic expression, and bright, highly saturated colours. Some packaging materials exhibit complex multi-layered structures. Products utilizing the “Deceive the Heavens to Cross the Sea” strategy exhibit a contrast between the product itself and its thematic presentation. This study provides design recommendations based on this concept, contributing to the theoretical exploration and practical innovation in packaging design.