The work aims to expand the inheritance of characteristic culture in Hengyang, enhance the local popularity, and let more people know about Hengyang fish meal and Hengyang regional culture and realize the interaction, innovation and experience of packaging type through the design of packaging structure. By means of questionnaire survey and case analysis, the internal needs of consumers for product packaging and related suggestions were analyzed. On the visual design level, the elements were analyzed, summarized and extracted around the regional culture and characteristic culture in Hengyang. On the level of packaging interaction, a bridge among users, products and packaging was built around interactive elements such as structure, graphics and colors to stimulate the users' emotional experience. As a cultural carrier, the packaging design of Hengyang fish meal should not only stand on the regional culture and highlight the unique cultural background of Hengyang, but also think about the needs of consumers, strengthen the emotional interactive experience and meet the cultural needs of contemporary people. On the basis of satisfying the packaging function, the concept of "emotional interaction" will be realized, which will deepen consumers' impression on Hengyang fish meal and Hengyang culture, thus expanding brand awareness and promoting local economic development.