For beautiful things, most people will unconsciously show love. Therefore, when designing tea packaging, in addition to paying attention to and strengthening the visual theme, it should also give full play to creativity and combine the connotation of my country’s traditional culture. On the basis of design innovation, we can improve the artistic appreciation of tea packaging, capture and stimulate consumers' consumption psychology with beautiful enjoyment. The user-friendly packaging design is what all commodity packaging must always follow. Under normal circumstances, because the packaging is too large, it is not only difficult to carry and store, but also very easy to cause waste of materials, giving people a sense of empty and flashy, and small, exquisite, unique shape and reusable tea Packaging is very popular among people. Therefore, when designing tea packaging, special attention is paid to the principle of humanity.
Text is not only one of the important visual elements in tea packaging, but also one of the most direct and effective ways to guide consumers or potential consumers to actively understand the tea. According to statistics, the most commonly used tea packaging text types currently on the market include: (1) Basic text on the main display interface of the packaging, including packaging brand, tea name, and tea manufacturer; (2) Description on the front of the packaging Text, used to introduce the quality, brewing method, and storage method of the tea to consumers or potential consumers; (3) Information text on the side or front of the package, including the main ingredients, specific specifications and product models of the tea; (4) External diversified advertising text (not necessary for packaging design), mainly used for promotion. Since calligraphy that integrates artistic and ornamental features and tea with strong nationality are important traditional cultures of our country, effective combination of the two is one of the effective ways to interpret the connotation and cultural heritage of tea. For example: Pu'er tea, one of the top ten famous teas in my country, from the "Wuhou Relics" in the Three Kingdoms period to the "daughter tea" in "A Dream of Red Mansions", it has been accumulated over the years and integrated into the history and culture. Therefore, in terms of text design The use of brush calligraphy to write can not only enhance its artistic and ornamental nature to a certain extent, but also more directly highlight the cultural heritage of Pu'er tea. As shown in Figure 1 below, the combination of rigidity and softness, the use of brightly colored brush calligraphy and the illusory tea-drinking background picture of the characters are not only highly recognizable, attractive and clear at a glance, but also directly add to the overall packaging of Pu'er tea. A lot of free and easy and casual feeling.
In addition to making the packaging screen more colorful through its own beautification function, the pattern design can also greatly improve the visual effect of the packaging screen, allowing consumers (potential consumers) to quickly extract the product in a short time The main information to be conveyed, thus laying a certain foundation for it to understand the product. According to the survey, the patterns used in modern tea packaging are mainly auspicious patterns, Chinese paintings and classical decorative patterns with a strong ethnic cultural atmosphere. As shown in Figure 2, the pattern design uses the unique ethnic patterns of Yunnan. The pattern is marked with the name of the tea in the middle. Although the overall effect is simple, clear and unpretentious, it is extremely simple, solemn and elegant, achieving the effect of further highlighting the cultural heritage of Pu'er tea, and the unique pattern is more subtle Express the origin of the tea. It is worth noting that when designing tea packaging patterns, it is not just copying and borrowing traditional graphics, but on the basis of reference, taking the attributes and cultural background of the tea as the main basis, adding modern elements appropriately, and through contrast, virtual reality Design techniques such as combination, line diffusion, and line and surface recombination are reinterpreted to make the overall tea packaging screen more vivid and more cultural.
