About Xiangyi Yipai brick tea packaging

Abstract: As we all know, tea packaging is the key to ensure the quality of tea in the fields of purchase, sales, storage, and circulation. A beautiful and unique tea packaging can not only give people the enjoyment of beauty, but also constantly appear in the supermarket and the way of sales point is constantly changing. Today, it can directly stimulate the desire of consumers to purchase, so as to achieve the purpose of promoting sales and play a role of a silent salesman. This article discusses how to design “Shengyi” branded brick tea packaging from the aspects of material selection, graphic design, text design, and color design of tea packaging through a brief summary of Chinese tea culture.

Keywords: cultural heritage material selection graphic design text design color design

China is the hometown of tea and the home of the world's tea trees. China's tea planting area ranks first in the world, its total output ranks second in the world, and it is the largest tea country in the world. The ancestors' discovery of tea in China was calculated from the legend that Shen Nong tasted the herb and proved that the tea could be detoxified. So far it has been more than 5,000 years old; if counted from the record of tea in Erya in the early Western Zhou Dynasty, it also has 3000 Years of history. Therefore, it can be asserted that tea is accompanied by the time when human beings are alive. It is as old as the history of the Chinese nation’s ancient and glorious civilization. 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, 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 the best match for nature, it has a long history and a deeper cultural heritage. Some people say that tea is a gift given by God to the Chinese nation. In the long river of years, the fragrance and elegance of tea combined with the personality of the Chinese nation and became an important image of "China."

Tea Bing heaven and earth to clear air. But it can make people enjoy a moment in the complex world. So it is appreciated by the literati's calligraphy, and often expresses the taste of tea in the form of painting, poetry, and song, making the tea culture more colorful. Therefore, the classification of tea is also many, according to the tea color can be divided into green tea, black tea, green tea, white tea, yellow tea and black tea; black tea because of the raw material, the processing process of the accumulation of fermentation time is longer, because the leaf color Mostly dark brown, it is called black tea. This tea is mainly consumed by some ethnic minorities. Tibetans, Mongolians and Uighurs like to drink dark tea, which is a necessity in daily life. Black tea also has a unique process in the processing process.

Black tea production area is broad, variety of colors are many; of which Hunan Yiyang tea factory is also a black tea manufacturer, is the country's largest side-selling tea raw material storage company; the main product is the "Xiang Yi" brand series of brick tea. Annual production capacity of 20,000 tons, average annual production and sales of more than 8,500 tons, accounting for about 1/4 of the country's total sales of tea sales, accounting for Hunan Province, side sales of tea sales 1/2. To make a good market for the “Xiangyi” brand of brick tea, the responsibility of packaging is incumbent.

As we all know, tea packaging is the key to quality assurance in the fields of buying, selling, storage, and distribution. A beautiful and unique tea packaging can not only give people the enjoyment of beauty, but also the constant emergence of supermarkets and the changing sales point methods. Can directly stimulate the consumer's desire to purchase, so as to achieve the purpose of promoting sales, play the role of a silent salesman. Therefore, "Shengyi" brand brick tea should start from the following aspects:

First , black tea packaging material selection

The quality of tea is subject to changes in the environment and the choice of packaging materials is very important

1 Moisture resistance of moisture-proof tea packaging is very important, tea should be strictly controlled before packaging (below 7%), good moisture resistance of packaging materials delays various hydrolysis reactions in tea, and can better maintain tea quality.

2 Dark light will speed up the condensation reaction and changes of various components of tea, especially the destruction of chlorophyll and other substances, and reduce the quality of tea. Therefore, the packaging material should pay attention to its darkness, use transparent plastic paper and glass as its packaging material.

3 Oxygen in the gas barrier atmosphere will accelerate the oxidation reaction of various quality components in the tea; therefore, choosing a good gas barrier material can also maintain the quality of tea.

4 security can not be used with printing inks, thinners, adhesives and other composite packaging materials, this material has a lot of strong odor, use these packaging materials to package tea, tea will absorb these odors, destroy the original tea The aroma and taste even destroy the quality.

5 Economical packaging is the added value of products. It seeks the best matching between functions and costs, and achieves the greatest possible economic and social benefits at the least possible cost; Market requirements, sales requirements, material requirements, rational selection of structure and its elements, and cooperation during the product life cycle should form the best ratio and systematic combination so as to avoid waste of resources and increase the company's ineffective investment.

“Xiangyi” brand brick tea uses traditional paper aluminum-plastic composite materials, and its moisture resistance, gas-barrier property and light-proof property are better. At the same time, it can be recycled, which is economical and environmentally friendly.

Second, the black tea packaging graphic design

Packaging design is generally inseparable from the graphics, designers use the visual elements of the combination of design elements, should be able to express the consumer's desire for the ideal value of the product to determine the shape of the graphics; that is, rely on graphics Implicitly to express the appeal of the word, in order to promote the consumer's psychological association, affect people's feelings and activate the desire to buy.

Tea has always had a solution with the literati, and in that warm fragrance, the memory of the most secluded tea is always preserved; therefore, the ancient poem says: "This thing is unfathomable." In order to create such a “high and clear” atmosphere, of course, non-Chinese paintings are none other than Chinese paintings, which are splendid cultural gems of the Chinese nation. They are a source of love and fortune, and they are forgotten by the detached craftsmen. Realm, this realm and the tea culture to convey the transcendental and unconventional mood exactly coincides. Therefore, the “Shengyi” brand brick tea uses Chinese painting as a graphic and is superimposed with the background color. Both the shading effect and the artistic conception of tea can be seen by consumers at a glance.

Of course, taboo design is also a noteworthy issue; “Xiangyi” brand brick tea is mainly targeted at ethnic minorities in the northwest, should consider the preferences of ethnic minorities and taboo patterns, product packaging only adapt to these, in order to win the local Market recognition.

Third, black tea packaging text design |

In packaging design, text is an indispensable part of conveying product information. Excellent text design not only conveys the attributes of the product, but also attracts consumers' attention with its unique visual effect. China's writing goes back to ancient times and it has been tempered by history. , The years of pondering, so that the characters themselves already have the image of the United States and reach 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. Due to the appreciation habits of the nation, it has a strong ability of acceptance and preference for traditional calligraphy, and its visual effects have become a national style and a form of design.

Both the tea culture and the Chinese character calligraphy are symbols of the wisdom of the Chinese nation, and they have long been closely linked. The appearance of the first tea 'character' in Chinese characters is written in the calligraphy typeface; the Chinese character typeface also includes the printed typeface, the printed typeface is the basic typeface, and the characters are neat, legible and legible, and the Song style and the official script can best convey the cultural charm. . Therefore, the “Xiangyi” brand brick tea uses the calligraphy “tea” as its visual element. Its textual description uses the Song-style, which not only reflects the detached attitude of the black tea culture, but also approaches the distance from the consumers.

Fourth, black tea packaging color design

To make tea packaging more culturally rich, but also inseparable from the color of the performance; often said that "look far to see the color of flowers," color in the visual arts often have the power of pioneering, it is the most popular form of the sense of art, Can easily cause people's emotional reactions and changes. Different tea leaves give people different feelings, and their unique qualities can be fully reflected with appropriate colors. “Xiangyi” brand wolfberry tea belongs to black tea, and the sales target is mainly ethnic minorities in the northwest; therefore, the yellow tone is in line with its product attributes. Yellow is the environmental color in the northwest region and is also the traditional color of the Chinese nation. It symbolizes the noble and royal rights. , in line with the customs and appreciation habits of ethnic minorities in Northwest China, in line with their product grade, occasion, variety and characteristics.

To sum up, "Xiangyi" brand brick tea is made of paper aluminum-plastic composite materials, which maintains the sanitary quality of products and is economical and environmentally friendly. Its main color is yellow; the visual center is the calligraphy “tea” word, and with Chinese painting as shading, it not only satisfies the consumer's visual psychology, but also reflects the unique cultural heritage of black tea and the cultural characteristics of the Chinese nation.

Just after the second millennium, the third millennium has come steadily. As a packaging designer, we should firmly establish all the ideas for serving the people and cultivate the correct value orientation; not only should the tea packaging design have a beautiful appearance, It should also make the design highlight the characteristics of tea culture and the cultural characteristics of the Chinese nation. Only in this way can China's tea packaging design lead to a new splendor, so that China's tea will go to the national defense market and make its due contribution to the development of China's economy.

Source: Sina