茶马古道视域下出口茶叶包装中字母文字的汉字式设计

Chinese Character Style Design of Alphabetic Characters on Exported Tea Package from the Perspective of the Cha-Ma Ancient Route

目的倡导将茶马古道元素运用到出口茶叶包装设计中,并通过对字母文字的汉字式设计,使中国文化和茶道精神随出口茶叶得以广泛传播,提高出口茶叶产品文化附加值,进一步拓展茶叶出口市场。方法通过分析证明茶马古道元素运用对出口茶叶包装表现中国文化和茶道精神的代表性作用;通过反思现阶段出口茶叶包装的不足与面临的困境证明出口茶叶包装设计中对字母文字的汉字化设计具有重要意义;通过分析中西文字形式差异总结字母文字汉字式设计的思路与方法;通过实例验证字母文字汉字式设计的可行性。结果要让茶叶包装设计使茶马古道元素有效产生沟通、共情的效果,就必须重视字母文字的汉字式设计问题。合理运用对字母文字的汉字式设计,能有效避免现阶段出口茶叶包装设计与西方饮品包装设计趋同的问题。结论当代国际关系背景下,要进一步提高中国国际影响力,增强中国出口茶叶国际竞争力,在出口茶叶产品的包装设计中合理运用以茶马古道元素为典型代表的中国茶文化内容。通过对字母文字的汉字化设计实现出口茶叶包装设计形式与内容的统一,有助于弘扬中国文化,传播中国茶道精神,并将在更深的文化层面上强化中国茶文化的国际影响力。

This paper is intended to advocate the use of Cha-Ma Ancient Route elements in the packaging design of exported tea,promote Chinese culture and tea ceremony spirit to widely spread along with exported tea,improve the cul-tural added value of exported tea products and further expand the tea export market using Chinese character style design of alphabetic characters.It is proved by analysis that the use of Cha-Ma Ancient Route element on the package of ex-ported tea plays a representative role in expression of Chinese culture and tea ceremony spirit.By reflecting on the short-comings and difficulties in exported tea packaging in the present stage,it is proved that the Chinese character style design of alphabetic characters is of great significance in the design of exported tea packaging.By analyzing the differences be-tween Chinese and Western characters,this paper summarizes the ideas and methods of Chinese character style design of alphabetic characters.The feasibility of Chinese character style design of alphabetic characters is cleared by an example.In order to make the elements of Cha-Ma Ancient Route more effective in communication and empathy,attention should be paid to the Chinese character style design of alphabetic characters.The proper use of the Chinese character style design of alphabetic characters can effectively avoid the similarity of the packaging design of exported tea to western beverage packaging design in this stage.To further improve China's international influence and enhance the international competi-tiveness of China's exported tea,it is a feasible method to properly use the Cha-Ma Route element,a representative of Chinese tea culture,in the packaging of exported tea.The unification of the form and content of export tea packaging de-sign via the Chinese character style design of alphabetic characters will help to spread Chinese culture and the spirit of Chinese tea ceremony,and will promote the international influence of Chinese tea culture on a deeper cultural level.