商品之包裝設計代表公司形象，創新對於消費者商品忠誠度具有影響，而創造特色也是創新的其中一種方法。從產品生命開始到與消費者接觸過程的所有環節，透過設計者的巧思將商品呈現的形式與設計蘊含於內之意義合為一體整體思考，即顯得非常重要。本研究旨在從文獻資料中探討敘事設計的內涵與精神，運用索緒爾學派重要理念－「語言來自對立」，從中分層解析敘事設計之含意，歸納出包裝設計內部架構組織，從脈絡中探尋創新特色的契機，並以茶包進行創作實驗。

Product package design represents a company's image. Design innovation can affect a consumer's loyalty toward product, and the creation of characteristic is one way of the innovation as well. From the beginning of the product life cycle to all the contact moments with the consumers, it is so important to unify the presentation of product and the design connotation through the design's creative thinking. This research aims at exploring the concept of narrative design though literature review and applying the concept of "language comes from opposition", proposed by Saussure, to restructure the method of narrative design, and proposing an internal structure of package design, in order to find the way to innovation. Experimental design of tea bag packaging is also conducted as an application.