Aiming at the lack of Nanchang characteristic cultural inheritance and low regional popularity, the innovative design of Nanchang rice noodle packaging was adopted to promote Nanchang rice noodle brand and Nanchang regional culture. In terms of packaging visual design, on the basis of analyzing Nanchang’s regional and cultural characteristics, the elements of related design were extracted, with the focus on structure, capacity, pattern, color and other elements of the user’s emotional experience in terms of packaging emotional interaction. In the end, Nanchang rice noodle packaging not only highlighted product characteristics, but also perfectly combined regional culture and user emotional interaction.