尹丹

摘要：近年来，随着生活物质水平的提高，人们越来越重视生活质量，不仅关注物品的质量，也看重外在的包装。现在技术水平提高，包装设计也是五花八门，多种多样，想要在激烈的市场竞争中吸引消费者的眼球，就要在包装上不断推陈出新，有新理念、新构思。茶叶在我国已有悠久的历史，种类也是丰富多样，饮茶成为人们的日常。茶叶如何包装也成为茶商们面临的问题。本文将从视觉传达设计上对茶叶产品包装设计进行简单的分析，从色彩、外形、图形等方面提出些想法，并結合中华传统文化元素与茶叶特性来论述，希望能够展现我国茶文化，对我国茶叶产业销售有促进作用。

关键词：视觉传达设计；茶叶包装；包装设计

中图分类号：TB482；G124 文献标识码：A 文章编号：1400 （2021） 01-0048-03

Application of Visual Communication Design in Tea Product Packaging

YIN Dan（School of Fine Arts and Design， Chongqing University of Arts and Sciences， Chongqing 402160， China）

Abstract： In recent years， with the improvement of living material level， people pay more and more attention to the quality of life， not only the quality of goods， but also the external packaging. Now the technical level is improved， and the packaging design is varied. In order to attract consumers attention in the fierce market competition， it is necessary to constantly bring forth new ideas and new ideas in packaging. Tea has a long history in China， and its types are rich and varied. Drinking tea has become a daily life for people. How to package tea has also become a problem faced by tea merchants. Based on this， this paper will simply analyze the packaging design of tea products from the visual communication design， put forward some ideas from the aspects of color， shape and graphics， and discuss it in combination with Chinese traditional cultural elements and tea characteristics， hoping to show Chinas tea culture and promote the sales of tea industry in China.

Keywords： visual communication design； tea packaging； packaging design

人们审美水平的提高是对设计行业整体的推进，人们对物品多样化程度有显著性的提升，对视觉上的更高的要求。在茶叶包装上也应该有一定的提高。现在人们不仅对品质有要求，更对文化内涵与文化元素有较高的要求。好的包装也必定是能展现出企业文化与传统文化，还要展现出茶叶的自然属性，又有养生的属性。视觉效果是第一抓人眼球的，也就与茶叶的销售息息相关，所以在视觉设计上如果能够脱颖而出，展现茶叶的品质自然能够获得较高的销售，这对茶文化的传播也有很强的现实意义。本身文化的传播就是商家与消费者之间的联系，好的设计也应该让消费者有辨识能力，才能让消费者既安心又放心。……