It aims to excavate the reasons for the negative emotions of the packaging audience, and find ways to correct the negative emotions of the audience. Using Rost CM6 software to analyze the high-frequency words, semantic network and emotional tendency of the network comment text, clarify the coexistence relationship between the audience negative emotions and positive emotions, and extract the result text of audience negative emotion. Using the grounded theory to study the text of negative emotion results, summarize the reasons for the audience negative emotions, and construct the audience emotional response model of packaging design. The results show that the problems in bestore packaging visual image, star endorsement, brand concept, brand experience, brand responsibility and brand safety are the main reasons for the audience negative emotions. Bestore packaging design trying to eliminate the negative perception of the audience is not only the level of visual design, but also be considered in the system of brand reputation construction from two dimensions of the audience cognitive response and emotional experience.