Theoretical analysis of Longjing packaging design

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Analysis on the packaging design theory of "West Lake Longjing" the world-famous West Lake Longjing tea has a history of 1200 years

jialongjing tea includes "Benshan tea" (i.e. "Lion", "dragon", "cloud" and "tiger") and "Sixiang Longjing tea" (i.e. tea produced in the adjacent areas of Benshan tea). Now, Longjing tea is divided into three production areas: West Lake Longjing, Qiantang Longjing and Yuexiang Longjing

"West Lake Longjing" is famous for its four wonders of "green color, fragrant, mellow taste and beautiful shape". The quality characteristics of high-grade Longjing tea are: the shape is tall, sharp, flat and smooth, the seedling front is exposed, the color is green and slightly yellow, the aroma is high, fresh and quiet, the pregnant orchid in the quiet, the taste is mellow and fresh, the soup color is green, clear and bright, and the leaf bottom is tender and uniform

the superior Longjing tea still follows the manual frying method, with unique frying techniques, including ten techniques of "grasping, shaking, building, expanding, pressing, pushing, buckling, throwing, grinding and pressing"

attachment: culture of tea packaging design

culture is the sum of material wealth and spiritual wealth created in the process of human historical practice. Economist J. dusenbery said: "the decisive influence of culture can be found in all kinds of human activities,... Whether it is the purchase of products, or the manufacture and sale of products; whether it is the provision of material means or spiritual enjoyment, it constitutes our way of life." Packaging in the 21st century has developed from a simple protection and accommodation function to a bridge between production and consumption. As an important cultural phenomenon, packaging design has become a conscious behavior in human economic activities. In its development process, it has been sublimated from the past product packaging to today's cultural packaging. The packaging integrating industrial production, science and technology, culture and art, folk customs and other elements can not only protect and publicize commodities, but also promote commodities and improve the added value of commodities

China is the hometown of tea and the birthplace of tea in the world. The discovery of tea by Chinese ancestors has been more than 5000 years since the legend that Shennong tasted hundreds of herbs to prove that tea can detoxify; For example, it has a history of more than 3000 years since the records of tea characters in Erya in the early Western Zhou Dynasty. Therefore, it can be asserted that tea, along with the time of human daily life, is as long as the ancient and splendid civilization history of the Chinese nation. This is unmatched by any country or nation in the world

the book of tea, written by Lu Yu of the Tang Dynasty, makes "the world knows how to drink tea", creates the earliest tea study in the world, and is a great milestone in the history of the development of Chinese tea culture. After several ups and downs, tea has become the main drink of the Chinese nation, and has long gone beyond the scope of thirst quenching, infiltrated into the Chinese culture, and derived a variety of literary and artistic flowers

tea holds the pure spirit of heaven and earth, but it can give people a moment of leisure in the complicated world. Therefore, it is deeply appreciated by scholars and scholars. It often expresses the interest of tea tasting in the form of paintings, poems, songs and so on, making the tea culture more colorful. Wen Zhengming wrote the painting of tasting spring for tea; Sudongpo even left behind a masterpiece of "always having a good tea like a beautiful woman"; Zheng Banqiao also lamented that "since ancient times, eminent monks have been able to judge water, and eminent monks have been fighting tea". It can be seen that tea already has cultural taste

for this reason, the packaging of tea, a special commodity, should reflect its cultural characteristics

as we all know, the important function of packaging design is to attract the attention of scheduled shoppers and induce their desire for products. The inducement originates from psychology, and this cultural psychology can be expressed through the visual design of packaging. As an information link between special commodities and consumers, tea packaging has more prominent cultural requirements. Good tea packaging can not only increase the sales share, but also enhance the brand image, so that China's traditional tea culture can be more widely spread

generally, packaging design is inseparable from graphic design. With the help of visual graphics combined by design factors, designers should determine whether the "word meaning" shape extruder of graphics accounts for 31% of the total output value of plastic machinery based on whether the implicit meaning of graphics can express consumers' requirements for the ideal value of commodities. That is to say, the implicit meaning of the figure is used to foil the appeal of the word meaning, so as to promote the Psychological Association of consumers, affect people's feelings and arouse their desire to buy

tea has an indissoluble bond with scholars and scholars. In the dense warm fragrance, the most quiet memory of tea is always preserved. Therefore, there is an ancient poem: "this thing is unknown to the world.". If you want to create a "lofty" atmosphere, of course, it is Chinese painting. Chinese painting is a splendid cultural treasure of the Chinese nation. It relies on things and forgets both things and me. It flies over Vientiane with transcendent ideas and produces a profound realm in subjective and objective communication. This realm is just in line with the transcendent and refined artistic conception that tea culture wants to convey. Therefore, in modern tea packaging design, there are many traditional Chinese paintings as the main graphics. For example, the packaging of "Wenshan Baozhong tea" is similar to the freehand brushwork in traditional Chinese painting. Taking the continuous tea mountains in Wenshan area as the material, it is too simple to be simplified in one stroke, but it is vivid and natural

of course, it is not only traditional Chinese painting that can show tea culture. Other graphics can still reflect cultural taste as long as they cut into commodity attributes. For example, the packaging of "Zhang Ji tea house" is ingenious. The bird Walker in sketch form is leisurely in a long gown and mandarin jacket. In addition, the photographic graphics - a cup of covered tea, one host at a time, echoes each other from afar, reflecting the characteristics of tea culture from another angle

in addition, although abstract graphics have no direct meaning, they can also reflect the characteristics of tea culture if used properly. For example, the "pear mountain tea" series packaging designed by the Taiwanese designer Mr. wujunzhong adopts simple abstract graphics and produces a transparent overlapping effect with the white background color block of the product name, which is quite contemporary and ethereal. Therefore, the graphic design of tea packaging can be used in any form, and the key is to reflect its unique culture

in packaging design, words are an essential part of conveying commodity information. Good packaging attaches great importance to the design of words. Excellent word design can not only convey the attributes of commodities, but also attract consumers' attention with its unique visual effects

Chinese characters have a long history. Through the tempering of history and the pondering of years, Chinese characters have already possessed the beauty of image and reached the realm of art. Chinese calligraphy is a writing form of Chinese characters and the essence of Chinese culture. It includes oracle bone inscriptions, seal script, official script, regular script, cursive script and running script. Due to the appreciation habit of the nation, it has a strong ability to accept and like the traditional calligraphy, and its visual effect has become a formal feature of the national style of design

both tea culture and Chinese calligraphy are symbols of the wisdom of the Chinese nation, and they have already had a close relationship. The first word "tea" in Chinese characters was written by calligraphy. Therefore, it is appropriate to use calligraphy as the visual element of tea packaging. For example, Lipton black tea, an international brand tea, in the newly launched tea bag series, one of which is Chinese flavor tea. 4.5 experimental data analysis, in order to fully show Lipton's international image, without causing Lipton to feel out of tune with Chinese tea, Lipton specially takes "mingxianqing" as the sub brand name, and writes its name with a brush, which is Oriental, The commencement of Huachang new material project with an annual output of 30000 tons of neopentyl glycol was highly appreciated by Chinese and western people

calligraphy font used in tea packaging design is not easy to use. It must be repeatedly deliberated and processed. Generally speaking, clerical script, regular script and running script are similar to the printed fonts, which are easy to identify. Oracle bone inscriptions and seal scripts are derived from pictographs, which have the charm of painting. The font structure is different from regular script, and the recognition rate is not high. Designers should use them with caution. Different schools of calligraphy have different styles. For example, in regular script, Yan Zhengqing is powerful, while Liu Gongquan is proud and smart; In running script, Wang Xizhi is natural and unrestrained, while Mi Di is simple and fresh. In addition, due to the three special writing tools of paper, pen and ink, Chinese calligraphy can produce ever-changing special effects, providing more visual experience for packaging design

Chinese character fonts also include printing fonts. Printing fonts are basic fonts with neat, clear and easy to distinguish characters. The Song typeface and imitation Song typeface can best convey the "cultural" charm, and their application in tea packaging can also reflect the transcendent attitude of tea culture

in addition, color rendering is indispensable to make tea packaging more cultural. As the saying goes, "look at color from a distance and look at flowers from a distance", color often has the preemptive power in visual art. It is the most popular form of aesthetic feeling and is very easy to cause people's emotional reaction and change. Therefore, grasping the color in the packaging design, that is, grasping the emotion of consumers

people have subjective and objective feelings about color, so different colors have different associations, such as green symbolizes hope and life; Blue shows calmness and freshness; Red reflects calm and steady, etc. only designers have a full understanding of color and extreme understanding of commodity attributes, can they control beautiful colors

different teas also give people different feelings. Green tea is fresh and fresh; Black tea is strong and mellow; Scented tea tastes pure; Green tea is fragrant and quiet. These special qualities can only be fully reflected with appropriate colors. For example, the packaging color of "Zhang Ji tea house" has a very accurate positioning. Green tea packaging adopts the green system and black tea packaging adopts the red system, which makes it clear to consumers at a glance. The color inspiration of "wild tea king" series packaging comes from the color of folk blue and white. Blue is the main tone, plus a small area of green, which also shows the attributes of commodity green tea and the unique elegance and breadth of tea culture

tea is the most natural thing. It has a long history and more profound heritage. Some people say that tea is a gift from heaven to the Chinese nation, which is not an exaggeration. Over the years, the fragrance and elegance of tea have been combined with the personality of the Chinese nation, and have become an important image of "China". China's tea planting area ranks first in the world and its total output ranks second in the world. It is a big tea country in the world. If there is a good market for tea, it is incumbent on packaging. Therefore, as a packaging designer, we should not only make the tea packaging design have a beautiful appearance, but also make the design highlight the characteristics of tea culture. Only in this way can China's tea packaging business be developed to slow down the demand for tea packaging affected by market fluctuations, and the packaging design move towards a new glory

source: Art China

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