冲泡型奶茶包装的设计策略

Design Strategy of Brewing Milk Tea Packaging

奶茶是与青年休闲文化紧密结合的一种新型饮品,其中冲泡型奶茶因购买便利、价格实惠被目前众多的消费者所接受。但不同品牌的冲泡型奶茶之间包装同质化较为严重,少有创新。本文旨在通过对目前市场占有率高的冲泡型奶茶包装特点的深入分析,为冲泡型奶茶包装设计提出新的思路。首先防霉防潮、牢固抗冲击性的包装材料是被消费者接受的基础;二是色彩搭配和独特造型是捕捉消费者购买欲必不可少的要素;三是优秀的包装创意可以迅速抓住消费者的眼球,形成视觉上的引导效果。

Milk tea is a new type of drink closely combined with youth leisure culture,among which brewing milk tea is accepted by the majority of consumers because of its convenient purchase and affordable price.However,the homogeneity of packaging between different brands of brewing milk tea is more serious,and there is little innovation.The purpose of this paper is to put forward new ideas for the packaging design of brewing milk tea by analyzing the packaging characteristics of brewing milk tea with high market share.First,mildew and moisture proof,firm and impact resistant packaging materials are the basis of consumer acceptance;second,color matching and unique modeling are essential elements to capture consumers’desire to buy;third,excellent packaging creativity can quickly catch the attention of consumers and form a visual guidance effect.