Cultural embodiment of the packaging design of the

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Tea bag - the cultural embodiment of special commodity 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 activities involved in human beings,... 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, that is, from simple protection and accommodation functions, has developed into a bridge between production and consumption. Packaging design, as an important cultural phenomenon, 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. Packaging, which integrates 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 trees 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 and proved 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 has been accompanied by human daily life for as long as the ancient and splendid civilization of the Chinese nation. This is incomparable to any country and nation in the world

the book of tea, written by Lu Yu in the Tang Dynasty, makes "the world knows how to drink tea", creates the world's earliest tea science, 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 Chinese culture, and derived a variety of literary and artistic flowers

tea holds the spirit of heaven and earth to be pure, but it can let people get a moment of leisure in the complex world. Therefore, it is deeply appreciated by scholars and scholars, and often expresses the interest of tea tasting in the form of painting, poetry, songs and other forms, making the tea culture more colorful. Wen Zhengming wrote the picture of tasting spring for tea; Su Dongpo even left a masterpiece of "always good tea like a beautiful woman"; Zheng Banqiao also sighed: "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. Inducement originates from psychology, and this cultural psychology can be expressed through the visual design of packaging. As the information link between special commodities and consumers, the cultural requirements of tea packaging are more prominent. 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

packaging design is generally inseparable from graphic design. With the help of visual graphics combined by design factors, designers should determine the "word meaning" form of graphics based on whether the implicit meaning of graphics can express consumers' requirements for the ideal value of goods. That is to say, relying on the implicit meaning of graphics to foil the appeal of the word meaning, so as to promote the Psychological Association of consumers, affect people's feelings and arouse the desire to buy

tea has an indissoluble bond with literati and refined scholars. In the dense warm fragrance, the quietest memory of tea is always preserved. Therefore, there is an ancient poem: "this thing is pure and noble, and no one knows it.". If you want to create a "noble" 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 craftsmanship and produces a profound realm in subjective and objective empathy. The study of this realm found that other strains can also produce PHB realm, which is exactly consistent 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" looks like the freehand brushwork in traditional Chinese painting. Taking the continuous tea mountains in Wenshan area as the material, it is too simple to be simple, but it is wonderful, vivid and natural

of course, not only traditional Chinese painting can show tea culture, but 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, a long robe and mandarin jacket, is leisurely, coupled with photographic graphics - a cup of covered tea, one host at a time, echoes each other from a distance, 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 Taiwanese designer Mr. Wu Junzhong 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 form of graphic design of tea packaging can be informal, and the key is to reflect its unique culture

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

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 characters, official script, regular script, cursive script and running script. Due to the appreciation habits of the nation, it has a strong ability to accept and like 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 long been closely linked. The first word "tea" in Chinese characters appeared, which was written by calligraphy font. Therefore, it is indeed appropriate to use calligraphy font as the visual element of tea packaging. For example, Lipton black tea, an international brand tea, is a Chinese style tea in the newly launched tea bag series. In order to fully display Lipton's international image without causing Lipton to feel incompatible with Chinese tea, it takes "mingxianqing" as the sub brand name, and writes its name with a brush. Its Oriental style is deeply appreciated by Chinese and western people

calligraphy font applied to tea packaging design is not easy to use, but must be repeatedly deliberated and processed. Generally speaking, clerical script, regular script and running script are close to the printed fonts, which are easy to recognize. Oracle bone inscriptions and seal scripts are derived from pictographs, with 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, Yan Zhengqing is powerful in regular script, while Liu Gongquan is proud and beautiful; In running script, Wang Xizhi is natural and unrestrained, while Mi Di is simple and fresh. In addition, Chinese calligraphy can produce ever-changing special effects due to the three special writing tools of paper, pen and ink, which provide more visual experience for packaging design

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

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

people have subjective and objective feelings for color, so different colors have different associations, such as green symbolizes hope and life; Blue shows calm and refreshing; Red reflects calm and steady, and so on. Designers can control beautiful colors only if they have a full understanding of color and extreme understanding of commodity attributes

different teas also give people different feelings. Green tea is fresh and refreshing; 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 "Zhangji tea farm" has a very accurate positioning. Green tea packaging adopts green system, and black tea packaging adopts red system, which makes consumers clear at a glance. The color inspiration of "wild tea king" series packaging comes from the hue of folk blue and white, with blue as the main tone, plus a small area of green, which also shows the attributes of commodity green tea and the unique elegance and Guangyuan 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 given by God to the Chinese nation, which is indeed an exaggeration. In the long river of years, the fragrance and elegance of tea are 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 the 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 design move towards a new glory

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