基于黔南区域文化的都匀毛尖茶叶品牌包装设计研究

Research on Duyun Maojian Tea Brand Packaging Design Based on Qiannan Regional Culture

本文以都匀毛尖茶叶包装品牌化意识薄弱、区域文化特性缺失导致其品牌包装价值削减为研究切入点,提出以黔南区域文化提升都匀毛尖茶叶品牌包装价值设想,应用图形、色彩、形状、材质创新的表现形式实现黔南区域文化与都匀毛尖茶叶品牌包装设计的融合。通过文章的研究,以期对都匀毛尖茶叶品牌包装设计提供新的创意思路及提升品牌包装的黔南区域文化内涵。

Taking the weak awareness of Duyun Maojian tea brand packaging design and the reduction of its brand packaging value caused by the lack of regional cultural characteristics as the research starting point,this paper puts forward the idea of improving the brand packaging value of Duyun Maojian tea with the regional culture of Qiannan Areas of Southern Guizhou,and studies the regional culture of Southern Guizhou with graphics,color,shape and material as the resources and innovative way of brand packaging design,and carry out the packaging design practice of Duyun maojian tea brand of“third line construction culture”and“Miao ancient song culture”.