Three problems in the packaging design of the hott

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Three problems in tea packaging design

a survey was conducted in the United States. About 60% of the customers who entered the store to buy things would change their original intention and buy goods of other brands. This shows the importance of commodity packaging. In addition to its protection and accommodation functions, the packaging of a commodity is more important for promotion. In today's social environment, while the protection and accommodation functions of packaging are weakening day by day, its promotion function has been gradually strengthened. Especially in today's market economy with many similar commodities and fierce competition, the packaging of commodities is particularly important. It has become a conscious behavior in human economic activities

1 cultural factors should be considered in tea packaging design

culture is the sum of material wealth and spiritual wealth created in the process of human historical practice. Tea culture has a long history in China. As early as the Tang Dynasty, China has created the earliest tea science in the world. Tea has gradually gone beyond the category of being a drink, integrated into the long and splendid Chinese civilization, and become a part of Chinese culture. However, cultural factors should be fully considered in the process of tea packaging and juice design

regional cultural factors should be considered first. All kinds of tea have their origin, such as the West Lake Longjing in Hangzhou, Pu'er tea in Yunnan, Tieguanyin in Fujian, and so on. In the process of tea packaging design, we should fully consider the characteristics of tea origin culture. For example, when designing the packaging of West Lake Longjing tea, we can make full use of many materials of West Lake Culture to highlight the cultural heritage of Longjing tea, so that we can not only circulate tea, but also inherit culture, so that people can taste the charm of two lake cultures in the fresh and fresh fragrance of West Lake Longjing tea. Culture includes all kinds of human activities. The expression of regional cultural factors in the design can be the refinement of beautiful local scenery, the generalization of rich folk customs, or the abstraction of unique local myths and legends. It can immediately identify the variety and origin of tea from the information conveyed by the packaging pattern, color and other elements. For example, for the packaging of Houkui and other tea varieties, most of which are produced in Huangshan, Anhui, use the beautiful scenery of Huangshan as the main body of the packaging, which not only conveys the tea information, but also propagandizes the Huangshan culture

secondly, the cultural quality of different tea varieties should be considered. Different varieties of tea give people different tastes and different cultural feelings. Green tea is fresh and fresh, delivering a feeling of purity and elegance; Black tea is strong and mellow, conveying the feeling of magnificence and nobility; The scented tea is mellow and refreshing, delivering the feeling of aromatic health care. These special cultural qualities of different tea varieties should be fully considered in packaging design. If the typical application and development of West Lake Longjing PP material in automobile interiors require the packaging design to be colorful, gorgeous and noble, it is certainly not a successful design, because it deviates from the unique cultural quality of Longjing tea. Therefore, as a bridge between commodities and consumers, tea packaging design must convey correct commodity characteristics to consumers according to the cultural quality of tea varieties

thirdly, there are many ways to express culture. This article enumerates one or two: the first is to take traditional Chinese painting as the main figure. Traditional Chinese painting is the essence of China's splendid culture. It has a high artistic conception and produces a profound realm in the subjective and objective interaction. This realm is consistent with the realm of tea culture. In the design of tea packaging, extracting the elements of traditional Chinese painting and taking traditional Chinese painting as the main graphics will also have unexpected effects. For example, the packaging of all kinds of Huangshan tea purchased in Tunxi Old Street of Huangshan is mainly based on the traditional Chinese painting showing the scenery of Huangshan as the main figure, and takes the unique and beautiful scenery of Huangshan as the material, melting the natural beauty of Huangshan and the tea culture of Huangshan into the freehand brushwork of traditional Chinese painting, achieving a far-reaching effect. The second is calligraphy. Chinese writing has a long history, has a strong image beauty, and has reached the realm of art. In the design of tea packaging, using calligraphy as a visual element to convey tea culture has its unique charm. For example, Lipton black tea, one of which is Chinese flavor tea, was designed to fully display Lipton's international image and not deviate from China's tea culture. In order to take "mingxianqing" as the sub brand name and write with a brush, it conveyed a strong oriental sentiment in February, 2013 and was deeply loved by Chinese and Western consumers. This is a successful example of using calligraphy to express culture

2 tea packaging design should be accurate in conveying tea information

tea packaging is the key to ensuring the quality of tea in the field of circulation and sales. A beautiful and unique tea packaging design can not only give people the enjoyment of beauty, but also directly stimulate consumers' desire to buy today when supermarkets continue to appear and sales methods change rapidly, so as to achieve the purpose of promoting sales and play the role of a silent salesperson. Therefore, in the process of tea packaging design, in addition to attracting the attention of consumers, it is also necessary to accurately convey the information of tea. Tea packaging must convey the most basic information of various tea commodities. The design of tea packaging must comply with the relevant provisions of China's tea packaging. The signs of the packaging should be eye-catching, neat and clear, with complete labels. The name, manufacturer, address, production date and batch number, shelf life, grade, net weight, trademark, product standard code and other information of the tea should be indicated in the packaging. So that consumers can have a more detailed understanding of tea

tea packaging should reflect continuity and uniqueness. In modern society, the material is rich, and the competition of similar commodities is fierce. Tea commodities are no exception. The competition among various tea varieties or different commodities of the same tea variety is no exception. For example, oolong tea, due to the same production methods, the aroma and taste of Oolong tea with different names will be similar, which is difficult for ordinary consumers to distinguish. How to attract consumers to choose your products among many similar products requires the uniqueness of packaging to attract consumers' attention. Packaging should reflect its uniqueness. It needs not only inheritance and continuation, but also innovation and breakthrough. Inheritance and continuity means that each tea packaging design should consider the systematicness and continuity of the brand. Each tea packaging design has its own brand style and tradition, and the design of individual cases should be included in the overall style. But at the same time, in order to reflect the difference between a certain commodity and other series of products of the same brand, it is necessary to make innovation and breakthrough in the design. In this way, through the transmission of packaging information, consumers can easily find a certain commodity based on their daily accumulated impression of a certain brand style, which also strengthens consumers' impression of this brand product

tea packaging should not be excessive. The packaging design of tea commodities should consider the characteristics of tea. In China's culture, tea culture is a kind of profound and elegant culture. Therefore, this should be fully considered in the packaging design of tea, and it is not suitable to pack too much. At present, some tea packages in the market seem to be very high-end, but there is a tendency to over package. Some of them are divorced from the attributes of commodities and blindly pursue a kind of gorgeous decoration and floating color, which is inconsistent with the quality of tea itself; Some are made of gold and silver everywhere, and ancient patterns such as dragon and Phoenix are used indiscriminately. The patterns are cumbersome and repetitive, which can not convey a cultural, meaningful and extraordinary tea temperament. Therefore, the design of tea packaging focuses on reflecting the charm of tea culture, rather than blindly pursuing excessive packaging

3 tea packaging design should reflect the awareness of environmental protection.

tea is born in nature, grows in nature, absorbs the nectar of heaven and earth, and absorbs the aura of all things. It is a green drink. Therefore, when we design the packaging of tea, we should also inherit the "green" temperament of tea and reflect the "green" awareness, that is, the awareness of environmental protection, as much as possible in the packaging design. This paper mainly discusses the environmental protection of high-strength and high conductivity aluminum alloy, high-strength and high elasticity copper alloy, high-performance magnesium alloy and titanium alloy used in high-tech fields such as packaging design, aerospace and so on

environmental awareness is first and foremost reflected in the choice of packaging materials. On the premise of considering the moisture-proof, oxygen resistance and fragrance retention properties of the packaging, we should try our best to select various materials that are easy to degrade, can be reused and will not cause pollution to the environment, such as bamboo materials

it should be further emphasized here that how to better save consumables should be considered in the packaging design. It is necessary to consider material saving in every detail of the design. For example, there is a big difference in the packaging of tea bags between domestic and foreign products. The top and middle part of the front sheet of the tea bag produced in Sweden, the Netherlands and other countries is cut, and only twoorthree points are connected with the front sheet. The connecting line of the filter bag is nailed on it with a small nail. When making tea, the bag is opened and torn to become a hanging mark. This practice of "using local materials" to save materials is amazing. In contrast, the hanging label of our domestic tea bags is added separately. Obviously, the use of packaging materials is not as economical as other European countries. Bagged tea is a popular drink with immeasurable consumption. With the production process of bagged tea from Sweden and the Netherlands, a lot of packaging materials can be saved over time, which not only saves resources, but also brings obvious economic benefits to enterprises, meeting the requirements of sustainable development advocated by our country

source: Tea Science and technology Author: Li jiulai

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