By reviewing the development of packaging design, traditional value engineering has been considered having great application in packaging function realization, packaging cost control, packaging logistics security and packaging production process. However, with the transition from seller's market to buyer's market, the concept of "customer value" has been put on the agenda. Enterprises should think of consumer behavior from customers' perspectives and provide more values to customers than other competitors. Therefore, in order to meet customers' requirement of aesthetic function, packaging design is supposed to strengthen aesthetic awareness as well. Since traditional value engineering fails to deliver an effective evaluation of aesthetic function, it is necessary to introduce aesthetic value engineering in the packaging design. Three packaging of wedding candy of one brand coming onto the market at the same period of time were chosen in case study. By using aesthetic value for assessment of packaging design function, the achieved design plan of optimum value agrees well with the optimum plan of verification. The result shows that applying aesthetic value engineering in packaging design for comprehensive evaluation of the program is feasible. The aim of packaging management is to obtain maximum social and economic benefits with minimum consumption of material and labor. With the application of aesthetic value engineering, packaging costs are effectively controlled and customer's functional and aesthetic needs are met, which not only helps to bring out better performances for packaging business but also provides a new research direction of evaluation and design for packaging.
