Analysis of "West Lake Longjing" Packaging Design Theory

West Lake Longjing Tea, which is known around the world, has a history of 1,200 years.

Home Longjing Tea has “this mountain tea” (ie “Lion”, “Long”, “Yun”, “Tiger”) and “Sixiang Longjing” (ie, the tea produced in the adjacent area of ​​this mountain tea). Longjing tea now divides Xihu Longjing, Qiantang Longjing and Yuexiang Longjing into three major producing areas.

"West Lake Longjing" is famous for its "green, fragrant, tasteful, and beautiful" quadruple. The quality characteristics of the senior Longjing tea are as follows: sharp and sharp appearance, flat and smooth, Miaofeng exposed, slightly green and yellow in color, high in freshness and quiet in aroma, quiet in middle-aged blue, fresh and cool in taste, bright green in soup, and tender in leaves. Evenly into a flower.

The good Longjing tea is still followed by hand frying, frying techniques unique, "grab, shake, ride, extension, smash, push, deduction, rejection, grinding, pressure" ten techniques.

Attachment: Culture of tea packaging design

Culture is the sum of material wealth and spiritual wealth created in the course of human history practice. The economist J. Dusenbery said: “In the various activities that humans involve, we can find the decisive influence of culture... whether it is the purchase of a product or the manufacture and sale of a product; Providing a material approach or spiritual enjoyment constitutes our way of life.” Packaging in the 21st century, which consists of simple protection and accommodating functions, has developed into a bridge for communicating production and consumption. Packaging design serves as a This important cultural phenomenon has become a conscious behavior in human economic activities. In the course of its development, the past product packaging has sublimated into the current cultural packaging. The integration of various elements such as industrial production, science and technology, culture and arts, folklore, etc., can not only protect and promote the goods, but also promote the goods and increase the added value of the goods.

China is the hometown of tea and is the home of the world's tea trees. The ancestors’ discovery of tea in China was calculated from the legend that Shen Nong tasted a hundred herbs to prove that the tea could be detoxified. It has been more than 5,000 years ago; for example, from the records of the tea characters in the “Er Ya” in the early Western Zhou Dynasty, there were also 3,000. Years of history. Therefore, it can be asserted that the time that tea accompanied the daily life of human beings is as old as the ancient and glorious civilization of the Chinese nation. This is incommensurable with any country and nation in the world.

The book "Tea Classics" written by Lu Yu of the Tang Dynasty made the world's earliest tea science the world's earliest tea. It is a great milestone in the history of Chinese tea culture. After a few ups and downs, tea has become the main drink of the Chinese nation and has long exceeded the scope of quenching thirst. It has infiltrated into the Chinese culture and led to a variety of literary and artistic flowers.

Tea is uplifting from the heavens to the earth, but it can make people enjoy a moment in the complicated world. Therefore, it is highly appreciated by literati, and often uses painting, poetry, Gefu and other forms to express the taste of tea and make tea. The culture is more colorful. Wen Zhengming made tea for the "Quanquantu", and Su Dongpo left behind the eternal singer of "Being a good woman". Zheng Banqiao also lamented: "Since Mingshi has been able to comment on water, since ancient times, Gao Hao has received tea." It can be seen that tea already has the taste of culture.

For this reason, the packaging of tea as a special commodity should reflect its cultural characteristics.

As we all know, the important function of packaging design is to attract the attention of the intended shoppers and induce their desire for products. Induced from the psychological, and this cultural psychology can be expressed through the packaging of visual design. Tea packaging is a link between special goods and consumers, and its cultural requirements are even more prominent. A good tea packaging can not only increase the sales share, but also enhance the brand image, so that the traditional Chinese tea culture can be more widely spread.

Packaging design is generally indispensable to graphic design. Designers' use of visual elements combined with design factors should be based on whether or not the graphic's implicitness can express the consumer's desire for the ideal value of the product to determine the “word-for-word” form of the graphic. In other words, according to the hidden meaning of the graphic to reflect the meaning of the appeal, in order to promote the consumer's psychological association, affect people's feelings and stimulate purchase desire.

Tea has always been indissoluble with the literati. In that warm fragrance, the memory of the most secluded tea is always preserved. Therefore, there is an ancient poem saying: "This material is unfathomable." If you want to create an atmosphere of “clearness,” of course, it is none other than Chinese painting. Chinese painting is a splendid cultural treasure of the Chinese nation. It belongs to a splendid cultural treasure of the Chinese nation. It has forgotten both things and I have forgotten it. With a detached craftsman, it flies over Vientiane and creates a deep realm in subjective and objective sympathy. This realm and the desire of tea culture convey The detached and unorthodox artistic conception coincides exactly. Therefore, in modern tea packaging design, there are a lot of Chinese paintings as the main figure. Such as "Wenshan Baochao tea" packaging, its graphics like the freehand brushwork in the Chinese painting, take the continuous mountain of Chashan as a source material, a substitute, can not simply abbreviated, but it is wonderful flowers, vivid and natural.

Of course, it is not only in traditional Chinese painting that tea culture can be displayed. As long as other graphics cut into the attributes of goods, they can still reflect cultural tastes. For example, the packaging of “Zhang Ji Tea House” was ingenious, the sketched ostrich people, a robe and horse stables, and the photographic image—a bowl of tea, once and for all, echoed each other and changed the characteristics of tea culture from another. Reflected from an angle.

In addition, abstract graphics have no direct meaning, but if used properly, they can also reflect the characteristics of tea culture. For example, the "Rui Shancha" series package designed by Taiwanese designer Wu Junzhong adopts simple abstract graphics and creates a translucent effect with the white color block of the product name. This is a sense of the times and an air of emptiness. Therefore, the pattern of tea packaging graphic design can be eclectic, the key is to reflect its unique culture.

In packaging design, text is an indispensable part of conveying product information. Good packaging attaches great importance to the design of text. Excellent text design can not only convey the attributes of the product, but also attract consumers with its unique visual effect. s concern.

China’s writing has a long history. After years of historical tempering, the Chinese characters themselves have already achieved the beauty of the image and reached the realm of art. Chinese character calligraphy is a writing form of Chinese characters and is the essence of Chinese national culture. It consists of several types of Oracle, regular script, official script, regular script, cursive script and running script. Because of the appreciation habits of the nation, it has a strong ability of acceptance and preference for traditional calligraphy, and its visual effect has become a formal feature of designing national style.

Both tea culture and Chinese character calligraphy are symbols of the wisdom of the Chinese nation. They have long been closely associated with each other. From the first “tea” word in Chinese characters, they are written in calligraphic fonts. Therefore, the calligraphy font is used as tea. The visual element of the packaging is exactly right. For example, the international brand tea, Lipton Black Tea, is one of the new tea bags series, one of which is a Chinese-style tea. In order to fully demonstrate Lipton's international image, it does not make Lipton feel out of tune with Chinese tea. As a sub-brand name, “Leisance and Leisure” is written in brushstrokes and its oriental flavor is highly appreciated by Chinese and Western peoples.

The application of calligraphy fonts to tea packaging design is not just to be able to use them, but it must be repeated and processed. In general, official script, regular script, running script and printed font are close to each other, and it is easy to recognize. Oracle and regular script originate from pictographs, and they have the charm of painting. The font structure is different from the regular script. The recognition rate is not high, and designers must be cautious in using them as well. There are different styles in different calligraphy styles. For example, Yan Zhengqing is a strong and strong person in the regular script, while Liu Gongquan is a proud and elegant performer. Wang Yuzhi is a chic and graceful person in the script, but Mitty is pure and fresh. In addition, due to the special writing tools such as paper, pen, and ink, Chinese calligraphy can also produce ever-changing special effects, providing more visual experience for packaging design.

Chinese character fonts also include printed fonts, etc. The printed fonts are basic fonts. The fonts are neat and legible. Among them, the Song and Yin type body can best convey the “cultural” charm. Applying it to tea packaging can also represent the detached gesture of tea culture. .

In addition, to make tea packaging more cultural atmosphere, but also inseparable from the rendering of color. As the saying goes, "look far and see colors and see flowers." Colors often have the power to take the lead in the visual arts. It is the most popular form of beauty, and can easily cause people's emotional reactions and changes. Therefore, grasping the colors in the packaging design captures the consumer's emotions.

People have subjective and objective feelings about color, so different colors have different associations, such as green symbolizes hope and life; blue shows calm and refreshing; red shows calm and steady, etc. Designers only have sufficient color Knowing that you have a great understanding of the attributes of your products can control the beauty of beauty.

Different tea leaves also give people different feelings, green tea is fresh and cool; black tea is strong and mellow; tea is pure and pure; green tea is very quiet. These special qualities can only be fully reflected by appropriate colors. For example, the packaging color of "Zhangji Teahouse" has a very accurate orientation. Green tea packaging adopts a green system, and black tea packaging adopts a red system. This makes consumers aware of it at a glance. The colors of the "wild tea king" series package are inspired by the tones of the folk blue flowers. The blue color is the main tone, and the small area of ​​the green color also shows the attributes of the commercial green tea, as well as the unique elegance and wideness of the tea culture.

Tea is the best match for nature, it has a long history and a deeper foundation. Some people say that tea is a gift given to the Chinese nation by God. In the long river of years, the fragrance and elegance of tea combined with the individuality of the Chinese nation, and become an important image of "China." China's tea planting area is the largest in the world and its total output ranks second in the world. It is the largest tea country in the world. If there is a good market for tea, the responsibility of packaging is incumbent. Therefore, as a packaging designer, not only must the tea packaging design have a beautiful appearance, but also The design should highlight the characteristics of the tea culture. Only in this way can the tea packaging design in our country lead to a new splendor.

Source: Art China Network