插画在新式茶饮料包装设计中的应用

The application of illustration in the packaging design of new tea drinks

塑造面向年轻消费群体的个性化品牌是促进新式茶饮料行业发展的趋势,插画以活跃、多变的表现形式,可以使包装更具视觉冲击力,更契合年轻消费群体的审美取向,因此成为新式茶饮料包装设计的热点。文章剖析了插画的艺术表现力及其在茶饮料包装设计与品牌塑造中的应用价值,发现在茶饮料包装设计中应用插画艺术可以打造差异化的品牌形象、提升品牌的情绪价值传达、增强用户的品牌忠诚度。并提出了插画设计在新式茶饮料包装设计中的应用策略。

In recent years,China's new-style tea industry has shown a booming development,and the new-style tea market has become an arena for a new round of capital competition.In the context of the influx of new brands,how to shape their brand personalization has become critical.From the perspective of brand building,this paper takes the leading tea brands on the market as analysis cases,studies the application of illustration design in new tea packaging and its commercial added value,and discusses the application of illustration in new tea packaging.