基于西湖龙井包装设计研究..docxVIP

PAGE PAGE 18 基于西湖龙井包装设计研究 包装工程1501班：王悦悦 指导教师：孙兰芳 摘 要: 现如今人们对物质文化的需求在随着生活水平提高而不断提高，与此同时审美眼光也日渐增进，对茶叶的需求也不再仅限于日常饮用。现在茶叶出现在很多人的节日礼品馈赠清单上，但是，现在茶叶市场上出现了包装辨识度低，独具特色包装少的问题，这种情况会降低茶叶作为礼品在市场上所占比例。所以急需别具一格的西湖龙井茶叶包装出现，以此提高西湖龙井在茶叶市场和礼品市场的地位。因为现如今设计师设计出的西湖龙井包装在文化底蕴上有所前欠缺，所以如何提高设计作品的文化底蕴是重要设计关注点。为此，尽可能多的挖掘西湖龙井本身的文化精髓，并把其融入其中是西湖龙井设计的重中之重。所以本设计是以文化精髓为关注点和突破点来为西湖龙井做出一款新颖的包装设计。 关键词：新颖；茶叶；文化性；包装设计 Research on Packaging Design Based on West Lake Longjing Tea Abstract: Nowadays, peoples demand for material culture is increasing with the improvement of living standards. At the same time, peoples aesthetic vision is also increasing. The demand for tea is no longer limited to daily drinking. Tea now appears on many peoples holiday gift lists, but now the tea market has the problems of low package identification and few unique packages, which will reduce the proportion of tea as gifts in the market. Therefore, there is an urgent need for a unique package of West Lake Longjing tea to improve its position in the tea market and gift market. Because the West Lake Longjing packaging designed by the designers today is somewhat lacking in cultural details, how to improve the cultural details of the design works is an important design concern. For this reason, it is the most important thing to excavate the cultural essence of West Lake Longjing as much as possible and integrate it into the design of West Lake Longjing. Therefore, this design focuses on the cultural essence and breakthrough point to make a novel packaging design for West Lake Longjing. Key words:Novel?;tea;?cultural;packaging?design.  1引言 1.1课题来源 与同类茶叶相比西湖龙井有着巨大的优势。 我们都知道西湖龙井茶是一种绿茶，之所以取名为西湖龙井是因为茶叶的出产地是浙江省杭州市西湖龙井村周围的群山。西湖龙井茶拥有一个“绿茶皇后”的美称，有这个美称的主要归功于西湖龙井茶对人体的的功效和作用。西湖龙井茶是没有经发酵而制成的茶所以性寒，因此龙井茶的功效中较为显著的一点就是清热、利尿。龙井茶还可以提神、生津止渴、稀释血液中的中性脂肪和胆固醇浓度。 现今我国大部分茶叶年产值也不过是几百万，而且还存在缺乏资金、设备落后、工艺简陋、管理水平低下等各种问题，这就使得茶叶很难在市场竞争中脱颖而出。中国农业科学院茶叶研究所研究员徐南眉曾经指出，从事茶叶生产与销售的企业大部分都存在不少的问题。其中小而散的问题，就造成了市面上大面积推广难以及信息沟通难等一系列问题，当然影响最大的还是茶叶出口问题，因为小企业间存在激烈的市