摘要
武夷山核心产茶区所产正岩茶叶在武夷岩茶中占有重要地位,但其包装设计普遍趋于雷同,缺乏独特性和文化性,难以有效引导消费者购买。因此,探索在武夷山核心产茶区茶叶的文创包装方法中如何将武夷山的独特故事、文化背景和核心价值融入包装设计元素里显得尤为重要。本文探讨包装设计内容的品名、图形、色彩、造型等,旨在通过创新设计提升正岩茶叶的文化附加值和市场竞争力,实现正岩茶叶的包装升级,提升其市场竞争力。
Zhengyan tea produced in the core tea producing area of Wuyi Mountain occupies an important position in Wuyi rock tea,but its packaging design tends to be similar,lack of uniqueness and culture,it is difficult to effectively guide consumers to buy.Therefore,it is particularly important to explore the cultural and creative packaging methods of tea in the core tea producing area of Wuyi Mountain how to integrate the unique story,cultural background and core value of Wuyi Mountain into the packaging design elements.This paper discusses the name,graphics,color,shape,etc.in the package design content,aiming to enhance the cultural added value and market competitiveness of Zhengyan tea through innovative design,and to realize the upgrading of the packaging of Zhengyan tea and enhance its market competitiveness.
作者
聂圣燃
蔡洁
Nie Shengran;Cai Jie(Haixia Success College,Wuyi University,Nanping,Fujian Province,354300 China)
出处
《贵茶》
2025年第1期34-36,共3页
Journal of Guizhou Tea
基金
福建省大学生创新创业项目(项目编号:S202410397030)
武夷学院校级教改项目(项目编号:JD2024001)
福建省级一流本科社会实践课程建设项目(项目编号:SJKC20201216)。
关键词
武夷山核心产茶区
正岩茶叶
文创包装设计
地域文化融合
Wuyi Mountain core tea-producing area
Zhengyan Tea
Cultural and creative packaging design
Integration of regional culture
作者简介
聂圣燃(2003-),女,本科在读,研究方向为视觉传达设计;蔡洁(1977-),女,硕士,副教授,研究方向为视觉传达设计。
