It aims at color application to packaging design planning to make product package more attractive. Under the guidance of theories about color psychology and design science, combined with relevant planning cases of packaging design, it mainly discusses the motivation of audience psychology, application principles and techniques of color in the packaging design. It is concluded that color orientation is adaptable to audience psychology in packaging design. Global operation and local optimization can be performed in design planning. More attention can be paid to convey the optimization of color and take advantage of color's emotional connotation wisely. The target audience can be attracted and products can be in the dominant position among fellow products and a series of effects in the utilization of color can be taken into consideration.