“长寿泉”牌泰山女儿茶包装设计研究.pdf

摘要 摘 要 在中国，茶叶几乎是所有家庭必备的饮品，饮茶不仅有益于身心健康，也是一种待客 之道。中国人在几千年前就开始饮茶，延续至今，形成了独具特色的茶文化体系。 在今天日渐成熟的市场下，各种茶叶的外包装对茶都起着重要的作用，它既能保护茶 叶免受损害，又起到提升文化价值的作用，因此包装设计的优劣在很大程度上也直接影响 着茶叶的销售。 泰山女儿茶是产自泰山的一种茶。本文针对泰山女儿茶知名度相对较低，包装缺乏地 域特色等方面的问题，以“长寿泉”牌泰山女儿茶为例，以“生态家园、绿色生活”为主 题，围绕泰山这一区域文化符号，通过调查分析法、文献研究法、案例分析法等研究方法， 首先，翻阅大量文献资料及图片资料，深入了解泰山女儿茶文化；其次，广泛走访调研泰 山周边的茶叶企业，对泰山女儿茶包装形式、包装材料进行了多方位考察；然后，收集整 理在茶叶包装设计中的经典案例，分析茶叶包装中各要素之间的关系；最后，从茶叶包装 着手，提炼出泰山女儿茶包装设计普遍存在的品牌意识淡薄、过度包装、设计要素把握不 准的问题，对包装形态、色彩、图形等进行设计研究，探讨泰山女儿茶包装设计，把泰山 女儿茶包装设计上升到更加完整、更加系统的设计理念中,提升泰山女儿茶的品位，增强 其品牌影响力，促进消费者购买。 关键词：茶，产品包装，商品价值，区域特色 I Abstract Abstract In China, tea is almost a necessary drink for all families, and drinking tea is not only beneficialtothehealth ofthebody andmind,but also away ofhospitality.Chinesepeoplebegan todrinkteathousandsofyearsago,andtheteaculture system hasbeen formed. Under the increasingly mature market today, all sorts of tea packaging plays an important role in tea, it can protect the tea from damage, and promote cultural value have effect, so the meritsofthepackaging designtoagreat extent,isalsoadirect impact on salesoftea. Tai shan daughter tea is a kind of tea produced from mount tai. Taishan daughter tea awareness is relatively low, the author of this paper, packaging aspects of the problems such as lack of local characteristics, taishan daughter by springs longevity brand tea, for example, in ecological home, the green life as the theme, around the regional cultural symbol in mount taishan, through survey analysis, literature research, case analysis and other research methods, first of all,through a large number of literature data and image data,understand taishan daughter tea culture; Secondly, it has visited the tea enterprises around mo