武当道茶创新包装设计研究与实践

Research and Practice of Innovative Packaging Design of Wudang Taoist Tea

武当道茶是武当山地区的特色产品,获全国农产品地理标志保护。本文针对武当道茶包装设计同质化严重的问题,提出包装设计创新的要点:从武当山道教文化中提取视觉元素,基于契合理念进行包装设计;然后,通过对武当山道教文化视觉元素进行分析整合、提取与艺术化处理,设计出武当道茶的内外包装与IP形象,完成设计实践。本文旨在创新武当道茶的包装设计,提升其包装的审美与文化价值,以助力武当道茶以及武当山文化的推广。

Wudang Taoist tea is a specialty of Wudang Mountain area, which is protected by national agro-product geographical indications. Targeting the problem of homogenization in the Wudang Taoist tea packaging, this paper puts forward the key points of the innovation of the packaging design: extracting visual elements from Wudang Mountain Taoist culture,and carrying out packaging design based on the fit concept. Then, a design practice of the internal and external packaging and IP image of Wudang Taoist tea is carried out through the analysis, integration, extraction and artistic processing of the visual elements of traditional Wudang Mountain Taoist culture. The purpose of this paper is to innovate the packaging design of Wudang Taoist tea, and enhance its aesthetic and cultural value, in order to promote Wudang Taoist tea and Wudang Mountain culture.