论本土文化在茶叶包装中的运用.doc

摘要：本文主要论述了关于茶叶包装设计的发展和趋势，结合中国国内现阶段的包装设计，讨论怎么样发掘本土文化在茶叶包装设计中的运用。咖啡这一国外传统饮料的包装设计和宣传理念，重新定位茶叶包装设计的理念。讨论中国国内茶叶设计的弊端和不利因素以及在设计中怎么样避免这些弊端和不利因素。通过实地调查，查阅书籍等方式调查现阶段中国国内茶叶包装设计的状况。

　　　国内茶叶包装设计符合中国传统的审美观大红大紫，颜色上面绿色，红色，黑色运用最多，最广泛。绿茶就用绿，红茶就用红色这样的现实状况。相对于咖啡的包装设计时尚，新颖，让人看上去有饮用的冲动，而茶叶的包装设计却没有。对于现在包装设计的层出不穷，消费者对于同一类型设计的审美疲劳也越来越大，茶叶包装设计者须改变传统设计的观念，面对更多的消费群体设计包装。咖啡的包装设计在针对消费群体更加的广泛，或者是中国现代社会文化受到西方文化的影响，年轻人更喜欢感受和发掘的新的事物，咖啡在中国的影响远远要大于茶叶。饮用茶叶只限于年龄较大的消费群体，咖啡不管是在青年还是中年或者老年都有消费群体。茶叶作为中国的传统饮品失去了自己本身的地位。

关键词：    传统    创新    结合

ABSTRACT：This paper mainly discusses the development and trend of tea packaging design, combined with the packaging design in China at the present stage, discusses the use of how to find local culture in the tea packing design. Study of packaging design and promote the idea of coffee this foreign traditional beverage, reposition the tea packing design concept. Discuss the disadvantages of Chinese domestic tea design and unfavorable factors and how to avoid these drawbacks and negative factors in the design of. Through field investigation, access to the domestic Chinese tea packing design books, survey of current situation.

Domestic tea packaging design with Chinese traditional aesthetics in the limelight, color green, red, black, use the most, the most widely. Green tea black tea with green, with red reality such. Compared with the packaging design, fashion, the new coffee, let a person look drinking impulses, and tea packaging design is not. For now, the packaging design of emerge in an endless stream, consumers are more and the aesthetic fatigue the same type design more big, tea packaging designers must change the traditional design concept, in the face of more consumer packaging design. Coffee packaging design in the consumer groups more widely, or is the Chinese modern social culture has been influenced by western culture, young people are more like the new things and explore the effect of coffee in China, far greater than the tea. Drinking tea is only limited to the older consumer groups, coffee in young or middle-aged or older have consumer groups. As the traditional Chinese tea drinks lost their status.

Keywords:     Traditional； Innovation； Combination