Influence of Chinese Tea Culture on Tea Packaging Design

Abstract: This paper introduces the development of tea culture and its cultural connotation. This article discusses how modern tea packaging design finds its design orientation and pursues the beauty of design artistic conception from tea culture. The influence of tea culture on modern tea packaging design, how tea packaging design takes personality as the basis, tradition as the root, and modern use as the principle to apply the tea culture in graphics, shapes, words and colors, and how to design the traditional tea culture Spiritual essence and connotation, and let this cultural charm appear naturally in the tea packaging design.

Keywords: tea ceremony; artistic conception; positioning; folklore

Tea is a unique contribution made by the Chinese nation to world civilization. It is loved by the world with its magical efficacy and charm. For thousands of years, tea has not only made people enjoyment in material terms, but also has been spiritually pleasing. China is The hometown of tea is the center of the origin and spread of tea culture. Tea is a drink, it is sent to Shennongshi, and it is heard in Lu Zhougong. After the development of the Tang Dynasty, the Song Dynasty promoted the appreciation of artistic conception, and through the evolution of the Ming Dynasty, the history of drinking tea has been more than 3,000 years. Tea The industry economy and the tea culture are a carrier of the highly developed Chinese civilization, which not only plays an important role in the history of China, but also has a significant role in the history of world civilization. Modern China has a wide variety of tea as a commodity. How to reflect China's long tea culture in tea packaging design has become an important topic that designers must study.

1 Development of Chinese tea culture

The history of tea is not only a history of human development of the Chinese nation, but also a colorful folk history. Tea originated in China. In history, with the gradual expansion of the cultivation area of ​​tea from the Bayu region to the middle and lower reaches of the Yangtze River, Chinese tea culture has already begun to take shape. The style of tea drinking has become a fashion in various places, which promotes The development of the tea industry and the growing prosperity of the tea industry have shaped the basic framework of the Chinese tea culture. The Tang Dynasty was a milestone in the history of ancient Chinese tea industry. Its outstanding feature lies not only in the great development of tea production and marketing, but also in the development of tea culture. During this period, China began to have tea and tea books, and tea. St. Lu Yu completed the world’s first tea monograph “Tea Classics”, which marked the establishment of Chinese traditional tea science and also marked the completion of the basic framework of Chinese tea culture. By the Song Dynasty, tea was not only “ It is one of the chai vinegar salted vinegar teas, and it has entered the ranks of poetry, calligraphy, painting, tobacco, and tea. In the society, the juice tea, tea, and teahouse cultures have risen one after another. This 8-inch tea culture is expanded from the middle class up and down. During the period, it has made important contributions to the promotion of tea culture to all regions and all levels. It has gradually made the tea culture a ritual and style of the entire nation. With the simplification of tea drinking methods in the Yuan Dynasty, there are two trends in its tea culture: (I) more common drinks; (2) return to nature. In the next period of the Ming and Qing Dynasties, because of the rise of loose tea, the tea culture became popular. Chinese tea culture has a long history. It includes only tea history, tea ceremony, tea culture, tea customs, and teaware. It also includes cultures such as tea making and tea drinking. At Xiwan, tea is just a kind of beverage. Drinking tea in China does include There are many spiritual and cultural contents. The contents of these spiritual cultures include norms, aesthetics, humanistic spirits, etc. Therefore, simply drinking tea has produced a lot of knowledge, including tea sets, tea arts and drinks, and has produced a kind of “tea ceremony. The tea's acquisition, production, enjoyment and drinking skills and the spiritual experience gained through tea drinking activities are all attributed to “tea ceremony. Tea ceremony is a kind of culture and art. It is a perfect combination of tea and culture and a means of cultivation and education. The ancient tea people were mostly literati, so the tea was associated with literature and calligraphy. Tea became a favorite of literati and danqing. In addition to literati, in the long-term social life, the people gradually formed Tea is the theme or the customs and etiquette of tea as the media. They are regional, social, cultural, and spontaneous. Tea culture has been involved in social economy, politics, belief, and entertainment.

2 Finding the Position of Modern Tea Packaging Design from Tea Culture

With the progress of the times and the rapid economic development. Modern tea has a wide variety of products and its packaging is also very different. However, some of the tea packages are excessively pursuing commercial tastes, they do not give them the cultural taste and artistic aesthetics they have, and some of them are deviating from the theme in the packaging orientation. Inaccurate positioning. In view of this phenomenon, the author believes that tea is one of the symbols of Chinese civilization and its packaging should reflect Chinese characteristics and national temperament. The Chinese tea culture with a history of more than 3,000 years, if applied to the design of modern tea packaging, can make it both up and down. It is a shape that gives the rich cultural connotation and market vitality of tea. The application of tea culture in the design of tea packaging can express the importance of tea as a traditional Chinese commodity from creativity to structure. Tea packaging should pursue the beauty of artistic conception designed to enhance the cultural aesthetics of goods and satisfy consumer spirits. Demand, to achieve the harmony of product and design art, China's long tea culture, is the tea packaging design "environmental interest" inexhaustible source of creativity. For example, the "China Famous Tea Packaging" won the second National Packaging and Decoration Design Silver Award. The large box uses the middle banner "Decoration on the riverside of Qingming River, and the four small boxes are painted on the bottom of the yellow line with a light brown line to form a single piece." Qingming Shanghe plans a long scroll, with four carved seals on top of each, indicating Guangdong black tea, Pu'er tea, Oolong tea, and Lai tea.The design was simple and solemn. Through folk customs, created a kind of tea as enjoyment as a famous painting. In the design of tea packaging, the design orientation should be considered, and the positioning of packaging design is a strategic design guideline. Without positioning, there is no purpose and pertinence, there is no target audience, and the product is not sold. This also loses the meaning of the tea packaging design, which can be positioned in the historical legend of tea in the design of tea packaging, and can also be positioned in the geographical characteristics of tea, and can also be positioned in the tea art, tea ceremony, tea service, and tea customs. When designing, we should give full play to the designers’ market observation and cultural and artistic accomplishments, and design tea packaging that is both competitive in the market and has cultural connotations. This packaging design not only has a commercial selling point, but also shows the designer's pursuit and understanding of the traditional tea culture. It is a design product with a combination of shape and spirit. The self-promotion of the packaging determines the character of the tea packaging design. Based on tradition, tradition is the root, and modernity is used, that is, through the visual function of graphics, text, color and materials, and modeling, the use, function, and various characteristics of tea are clearly marked. The Chinese people's special feelings about tea make us design. Tea packaging should consider how to combine with traditional tea culture. This combination can be considered from several aspects of tea packaging design.

1) Consider the shape of the tea box. Packaging design is the medium that conveys information. Its unique shape can arouse the visual pleasure of consumers. The traditional tea culture can be identified in the shape and structure of packaging, and a box type with artistic conception and characteristics can be designed and manufactured. Attention should be paid to the design. The appearance is beautiful, unique, sophisticated, and scientific and solid structure. For example, design the box as a polygon, or design it into a tea-like shape, a bamboo tube shape, or find design inspiration directly from the ancient tea arts and tea ceremony, and design a unique box type.

2) Start with the tea package graphic to find its design orientation. Designers rely on the hidden meaning of graphics to convey product information, combine with a long-standing tea culture, and dissolve into modern thinking. However, they should not be satisfied with the reproduction of nature when designing. They should devote the author's feelings and ideals to make the tea packaging screen more contextual and Idealized, more culturally pleasing, more relevant to the characteristics of tea packaging. Should fully tap the traditional tea culture elements associated with it for creative ideas.

3) Consider the color arrangement and text of the tea packaging. Color is the most appealing customer in packaging design. The colors should be properly matched so that consumers can have a pleasing sensation after watching it. They must be cautious with color, require less and refined, be concise and lively, or be fresh and elegant, or be gorgeous and natural, or be natural and natural. They must consider the grade and occasion of the product. Different varieties and characteristics of different colors, design should pay attention to the overall color of the unity of style, pay attention to the overall sense of color, a clear style of tea packaging. We can extract color from tea culture, painting and other aspects of tea culture. The packaging text can be found in the writing style of tea, tea ceremony, and tea art, and then applied to the packaging. The unique use of color, text, and other factors can often make tea packaging gain “there is no sound or sound.”

China's 3,000-year-old tea culture has been used in modern tea packaging design. It is imperative to remove the superstition in tea culture in a scientific and realistic manner. Dirty ingredients. Let it be nationalistic and aesthetically pleasing to carry forward its glory. When designing, we should fully understand the essence of tea culture. Do not seek solutions, follow the example of painting gourds, and only use a little folk or symbols to begin superficial beauty of form and modern beauty. This design will inevitably fall into the routine. Designers should grasp the essence and connotation of the traditional tea culture, and let this cultural charm naturally appear in the tea packaging design.

3 Conclusion

In recent years, tea packaging innovation has required designers to have a deeper understanding of the cultural research of Chinese tea packaging design and attach importance to the combination of traditional culture and the times. Focusing on cultural taste and marketing, the company focuses on the emotional packaging with a national spirit. It reflects the unique cultural style of Chinese tea packaging from the use of Geely Auspicious graphics, varied texts, and colorful emotions. The deeper the use of tea culture is, the stronger the vitality of its market is. The more complete the personality of ethnic and regional culture, the more universal the tea packaging design is. In the face of further reform and opening up today, it is imperative to adopt more national and cultural taste packaging in order to better promote the national drink and make Chinese tea more widely available to the world, improve the existing packaging forms.

Hu Hongzhong, Zheng Yuhua
(Nanchang University, Nanchang 330029)

Source: Packaging Engineering