论茶包装的设计维度

目的系统梳理和综合评价茶包装的内容要素和设计原则,对茶产品独特属性和设计创新的创造性融合予以探索和研究。方法针对包装设计源于生活、服务需求的特点,采用关键成功要素分析法,从理念、功能和要素3个维度对茶包装的各环节关键因素进行剖析,辨析关键因素特点并确定茶包装的设计需求。结论融入茶文化内涵、基于交互式设计和立足绿色环保是茶包装的设计思维出发点,品质保护、物流需求和品牌形象3大指标必须通过结构设计细节呈现茶包装功能,图案、文字和色彩3要素在茶包装中具有独特性要求。茶叶包装设计是将茶产品的商品属性、文化属性和精神属性集于一体的创造性过程,是融美学与自然科学、文化与艺术、市场与消费心理等综合因素并多元呈现的系统工程。

Design Dimensions of Tea Packaging

The paper aims to systematically analyze and comprehensively judge contents elements and design principles of tea packaging, explore and research the innovative combination of unique properly and design creativity of tea packaging. In allusion to the packaging design feature of originating from life and serving demands, by key success factors (KSF) analysis method, the key factors in each link of tea packaging were analyzed from three dimensions of concept, function and element to determine features of key factors and design demands of tea packaging. The starting point for design of tea packaging is combination of tea culture connotation, being based on interaction design and standing on environmental protection. The three indexes of quality protection, logistics needs and brand image must exhibit the functions of tea packaging through detailed structure design; it should have special requirements on pattern, text and color of tea packaging. So, the tea packaging design is a creative process integrating goods attribute, culture attribute and spirit attribute of tea. It is a system design item about aesthetics and natural science, culture and art, market and consumption psychology.