对礼品茶包装研发设计现状分析与对策思考.docVIP

摘要 茶叶包装是茶产品向商品转换的重要过程，也是从结构材料、市场定位、视觉表现等方面入手的整体设计过程，目的是为了使包装在茶叶的运输、存储、售卖、使用过程中起到保护产品、传达信息、方便使用的作用。好的茶叶包装设计能够提升产品的消费价值，增加产品的销售量，树立品牌形象，体现茶文化的内涵，更可以激发消费者的认同感和购买欲。 茶包装设计是包装设计中最具有典型性和代表性的设计实践活动。研究茶包装设计，旨在探求符合时代特色的茶包装设计原理和行之有效的设计方法，提高茶包装设计的外观质量和视觉冲击力，增强商品的附加值和整体包装效果，创造更高的经济效益。 本论文是在“佛缘”普洱礼品茶包装设计这个课题的实践基础上开展研究的。课题设计开展之初首先参阅大量相关文献，了解普洱茶的特点及文化；其次到云南普洱市、西双版纳州等普洱茶主要产地进行考察，了解普洱茶的生产及加工过程；并对昆明、普洱等地的茶叶市场进行市场调查，对普洱茶的消费情况、目前市场上的普洱茶礼品包装现状进行考察，总结出普洱茶包装存在的问题和急需改革之处，并从优秀的普洱茶礼品包装设计中汲取营养，取长补短，为设计展开做充分的准备。 本课题设计过程中，在对普洱茶包装的设计原理进行研究的同时结合自己实践过程中的体会与感悟，围绕普洱茶礼品包装的具体设计，从包装的材料与造型、色彩、文字、图案等方面对本人设计的“佛缘”普洱礼品茶包装进行创意阐述，对本人的研究成果做出归纳总结，力求能为设计同行提供可供借鉴的资料。 关键词：普洱茶；包装设计；茶文化 Abstract Tea package is an important process when tea products transfer to merchandise，which is an entire design including structure，material，position-setting of market，appearance；its purpose is to protect products，convey information，easy to use with package when the tea is transported，stored，sold，used .A nice package design of tea can upgrade the consumption value，promote sale，set up brand image，and embody the connotation of tea culture，arouse sense of identification and desires of perchance of the consumers. The package and design of tea are the practice of design activities with the typicality and representativeness .The purpose of study the package and design of tea，is to research the efficient method of design，which is in accordance with the feature of the age，and to raise the quality of external appearance and wallop of sight，strengthen the added value of product and package impression，then create more higher economic efficiency .This essay studies on the foundation of design practice of the gift packaging BUDDAHA PUER tea .I have referred a lot of documents before the research to get a well know of the characters and culture of this tea .Furthermore，I made an on-the -spot investigation to the city of origin----Kun Ming and Xishuang bannan----where I got know the production and processing of the tea and research the situation of