The work aims to explore the application value of visual narrative in "red" packaging design with the information carrier of packaging based on the background of narrative design and cultural self-confidence, and look for packaging design strategies to enhance the competitiveness of red culture related products. Combined with user research, cultural communication theory and case analysis, the necessity of integrating the narrative perspective into "red" packaging was analyzed from the perspectives of brands, users and cultural communication; and then the design guiding principles and innovative strategies that visual narration should follow in "red" packaging were discussed. According to the packaging narrative logic, the principle requirements of "red" packaging design were obtained from three aspects of faithfulness, expressiveness and elegance, and the feasible design strategy of "red" packaging was proposed from three dimensions of "content layer", "presentation layer" and "interaction layer". The visual narrative theory has important guiding significance to the "red" packaging design. In the design, attention should be paid to the connection of narrative elements, the promotion of narrative media and the flow of narrative communication, so as to optimize the narrative effect of "red" packaging and enhance the dissemination of red culture. In packaging of red culture related products, the narrative expression should be deepened to broaden the innovative development ideas in the future.