Three Problems in Tea Packaging Design

Some people in the United States have done a survey. About 60% of customers who enter the store to buy things will change their minds and buy other brands of goods. Can see the importance of commodity packaging. The packaging of a product, in addition to its protection and accommodation functions, is more important than the promotion function. In today's social environment, while the function of protecting and accommodating packaging is weakening, its promotion function has been gradually strengthened. Especially in today's market economy, where there are many similar commodities and intense competition, the packaging of commodities is particularly important. It has become a conscious behavior in human economic activities.

1 Tea packaging design should consider cultural factors

Culture is the sum of material wealth and spiritual wealth created in the course of human history practice. The history of tea culture has a long history in our country. As early as in the Tang Dynasty, China had already created the earliest tea science in the world. Tea gradually went beyond the category of beverages, incorporated a long and splendid Chinese civilization, and became a part of Chinese culture. However, in the process of tea packaging and juice design, full consideration should be given to cultural factors.

The first thing to consider is geographical and cultural factors. All kinds of tea have their origin, such as West Lake Longjing deposit in Hangzhou, Pu'er tea in Yunnan, Tieguanyin in Fujian, and so on. In the process of tea packaging design, we must fully consider the characteristics of tea production areas. For example, when the West Lake Longjing tea packaging design, you can make full use of many materials of the West Lake culture, highlight the culture of Longjing tea, so that both the circulation of the tea, and inherited the culture, people in the West Lake Longjing fresh and fresh fragrance In the taste of the two-lake culture. Culture includes various activities of human beings. The expression of regional cultural factors in the design can be the refinement of beautiful local scenery, the summing up of rich folklore features, and the abstraction of unique local myths and legends. The variety and origin of tea can be immediately recognized in information that can be conveyed from the elements of the package's pattern, color, etc. For instance, the packaging of tea varieties such as monkey heads originating in Huangshan, Anhui Province, most of them use the beautiful scenery of Huangshan as the main body of the packaging, which not only conveys the tea information, but also promotes the Huangshan culture.

Second, consider the cultural quality of different tea varieties. Different varieties of tea give people different tastes and give people different cultural feelings. The green tea is refreshing and fresh, which conveys the feeling of being high and elegant; the black tea is strong and mellow, delivering a magnificent and noble feeling; the tea is refreshing and refreshing, and conveys the feeling of aromatic health. These special cultural qualities of different tea varieties should be given full consideration when carrying out packaging design. If the packaging of West Lake Longjing is designed with rich colors and magnificent elegance, it is certainly not a successful design because it deviates from the unique cultural qualities of Longjing Tea. Therefore, tea packaging design acts as a bridge linking commodities and consumers. It must be based on the cultural qualities of tea varieties and convey the correct product characteristics to consumers.

Again, there are many ways to express culture. This article lists one or two: The first one is based on Chinese painting as the main figure. Chinese painting is the essence of splendid culture in China. It has a high artistic conception and produces profound realms in subjective and objective sympathy. This state of reality is in line with the realm of tea culture. In the tea packaging design, extracting the elements of Chinese painting and using Chinese painting as the main figure will also receive unexpected results. For example, various Huangshan teas purchased at Tunxi Old Street in Huangshan are mainly packaged with traditional Chinese paintings depicting Huangshan scenery. The beautiful scenery of Huangshan Mountain is taken as the material, and the natural beauty of Huangshan Mountain and the tea of ​​Huangshan Mountain are taken. The melting of culture in the freehand brushwork of Chinese painting has achieved far-reaching results. The second is calligraphy. China's writing has a long history, has a strong image of the United States, and reached the realm of art. In tea packaging design, the use of calligraphy as a visual element to convey the tea culture has its unique charm. For instance, Lipton Tea has a Chinese flavored tea. In order to fully demonstrate Lipton’s international image and at the same time, it does not deviate from the Chinese tea culture, the designer uses the “Leisure” as a sub-brand name and writes with a brush. It conveys a strong oriental sentiment and is deeply loved by Chinese and Western consumers. This is an example of successful use of calligraphy to express culture.

2 tea packaging design to tea information to be accurate

Tea packaging is the key to ensure the quality of tea in circulation and sales. A beautiful and unique tea packaging design can not only give people the enjoyment of the United States, but also can directly stimulate the consumers in the supermarket and the rapid change in sales methods. Purchasing desire, so as to achieve the purpose of promoting sales, played the role of a silent salesman. Therefore, in the process of designing tea packaging, besides taking into consideration the eyes of consumers, it is also necessary to accurately convey the tea information. Tea packaging must convey the most basic information about various tea products. Tea packaging design must comply with the relevant provisions of China's "Tea Packaging". The packaging should be eye-catching, neat, and clear. It must have a complete label. The name, manufacturer, address, date of manufacture, and batch number of the tea must be indicated in the packaging. , grade, net weight, trademark, product standard code and other information. Allow consumers to have a more detailed understanding of tea.

Tea packaging should reflect continuity and uniqueness. In modern society, there are abundant materials and fierce competition among similar products. Tea products are no exception. The competition between various tea varieties or different products of the same tea species is no exception. Such as Oolong tea, because of the similar production methods, the different names of Oolong tea will show similar aroma and taste, and it is difficult for ordinary consumers to distinguish. How to attract consumers to choose your products among many similar products, which requires the uniqueness of packaging to attract consumers' attention. Packaging must reflect its uniqueness. It needs both inheritance and continuity as well as innovation and breakthrough. Inheritance continuation means that every tea packaging design must consider the systematicness and continuity of the brand, each with its own style and tradition of the brand. When designing, the design of the case should be incorporated into this general style. But at the same time, in order to reflect the difference between a product and other brands of the same brand, innovation and breakthroughs are also needed in the design. In this way, through the communication of packaging information, consumers can easily find a product with the daily accumulated impression of a certain brand style, and at the same time, it also reinforces the consumers' impression of the brand product.

Tea packaging can not be excessive. The tea product packaging design must consider the characteristics of tea. In our country's culture, tea culture is a kind of profound and elegant culture. Therefore, we must fully consider this point when designing tea packaging, and should not be too cumbersome to pack. . At present, some tea packaging on the market seems to be very upscale, but there is a tendency to overpack, and some of them are out of the attributes of the goods, blindly pursuing a gorgeous surface decoration and floating color, and the quality of the tea itself is not the same Conformity; some everywhere gold and silver materials, dragons and phoenixes and other ancient patterns everywhere misuse, pattern cumbersome, repeated, can not give a person to convey a culture, connotation, extraordinary tea temperament. Therefore, tea packaging design emphasizes the special characteristics of tea culture, but it cannot blindly pursue excessive packaging.

3 tea packaging design should reflect environmental awareness

Tea is born in nature, grows in nature, absorbs the dew of heaven and earth, and absorbs the aura of all things. It is a kind of green drink. Therefore, when we design packaging products for tea, we must also inherit this "green" temperament of tea. We must also embody the "green" consciousness in the packaging design as much as possible. This article mainly discusses the environmental protection of packaging design materials.

First of all, environmental awareness is of course reflected in the choice of packaging materials. Considering the moisture-proof, oxygen-barrier, and fragrance-preserving properties of packaging, various materials such as bamboo materials that are easily degradable, can be reused, and do not cause any pollution to the environment should be selected as much as possible.

It is also worth further emphasizing here that it is also necessary to consider how to better save consumables in packaging design. It is necessary to consider the material savings in every detail of the design. For example, the packaging of bags of tea, there is a big difference in the packaging process of domestic and foreign products. A portion of the top center of the front pocket of the tea bag produced in Sweden, the Netherlands, and other countries is cut, and only two or three points are also connected to the front panel. The connection line of the filter bag is fastened with a small staple. In the above, when the tea was opened, tearing the bag became a hanging mark. This kind of "local material" to save materials, can not help but exclaim. In contrast, the teabags produced in our country are individually added to the labels. Obviously, the use of packaging materials is not as economic as other European countries. Teabag is a kind of public drink, and the consumption is immeasurable. With the production technology of bag tea in Sweden and the Netherlands, it can save a lot of packaging materials, save resources and bring obvious economic benefits to the company. , in line with the requirements of sustainable development advocated by our country.

Source: Author Tea Science and Technology: Li Jiu come