The work aims to preliminarily construct the value system of intelligent packaging design on the basis of pointing out the misunderstanding of the current development of intelligent packaging and putting forward the value pursuit goal of intelligent packaging. Through literature survey method, logical judgment method and case analysis method, the research information was obtained, the misunderstandings of development of intelligent packaging design were sorted out and summarized, and the value pursuit of intelligent packaging was explored. Three major tasks of intelligent packaging design were clarified in the pursuit of value. Firstly, the packaging positioning was found to cultivate empathy in terms of emotional value; secondly, the potential cracks were repaired to create a symbiotic environment in terms of environmental value; and thirdly, the opportunity of change was seized to promote the upgrade of packaging norms in terms of practical value. At the same time, the value system of intelligent packaging design was constructed from two dimensions of subject and object. Under the premise of establishing the right value pursuit, intelligent packaging design should aim to continuously meet the vision of more and higher life requirements of people, adhere to the concept of sustainable development and help build a community with a shared future for mankind, to achieve the development and innovation of intelligent packaging functions and forms.