Expression of Tea Packaging Design Visual Language

Tea packaging design color

Color has a very important role in the psychological impact of customers, Japanese scientists found that people's attention to color is far greater than the attention to shape. “Looking at color far and looking at flowers closely” vividly illustrates the important role of color in attracting attention, moving people, and attracting customers.

People have subjective and objective feelings about color, and different consumers often lead to different associations with different colors. In the use of tea packaging design, in addition to considering the variety of goods, grades, applicable occasions, but also consider the consumer's customs and appreciation of habits. At present, tea varieties on the market can be divided into different varieties such as green tea, black tea, yellow tea, black tea, white tea, and green tea according to different tea colors. We should use different colors for different tea varieties. For example, black tea is bright red and bright, when drinking, it is mellow and refreshing. It has a long and lasting aftertaste, and it has a fragrant aroma. We should use warm colors to give people a rich and mellow taste. Green tea is green and bright, with a strong fragrance. The unique beauty, green color, fragrant, and tasteful alcohol are the best in tea. We should use such cool hues as green and blue to make people feel refreshed and refreshed. White tea is characterized by its whiteness, apricot colour, fragrant tea taste and mellow taste, so light and soft shades should be used. ......

The car package series designed by Hong Kong graphic design master Mr. Qiang Qiang uses different background colors to highlight the car pattern of the car. The dark green bottom is Oolong tea, and the red bottom is Tieguanyin, light brown. On behalf of Pu'er tea, yellow indicates fragrant tablets, so that different colors represent different tea varieties, and well demonstrated the characteristics of different tea varieties.

Tea packaging design pattern

The use of patterns can make products more vivid, interesting and interesting. Designers should make full use of the visual elements of the combination of design factors to enable consumers to produce a rich psychological association, affect the feelings of consumers, and stimulate consumers' desire to purchase.

Tea is a national commodity. We can use traditional patterns such as Chinese paintings, decorative patterns, auspicious designs, folk paper-cuts, and ethnic minorities patterns that have a strong national culture to express the traditional nature of tea. However, we cannot just stop copying. In addition to copying some traditional patterns, we should incorporate the spirit of national culture of Chinese traditional arts, such as sentimentality, subtlety, and exquisite aesthetic features. For example, we can re-assemble traditional cultural symbols by using modern design techniques such as simplification, exaggeration, contrasting interspersed, diffusion, dispersal, and other methods, so that they have national characteristics but at the same time, without losing the sense of modernity, they are even more charming. The traditional Chinese culture was infiltrated into the tea packaging design in a modern design approach that was implicitly demonstrated.

For example, in the packaging of “Chinese Famous Tea”, the outer packaging box is composed of a medium-axis composition and is decorated with “Climbing Riverside Maps on the Qingming River”; the inner packaging is made up of four small boxes, and the group is put together into a long scroll of “Ching Ming Riverside Map” with a simple design. The solemnity reflects the long history.

In addition, the use of points, lines, surfaces and various geometric curves or the use of abstract patterns to form images is also a very good representation method. This kind of expression method is more novel, embodies the characteristics of generosity, simplicity and solemnity, and makes the design go new. Interface and levels. Although the abstract composition screen can not express a certain meaning, it can give people an implicit artistic conception. Through the people's visual experience, consumers can create beautiful delusions associated with the goods, thus understanding the goods and creating a desire to purchase. However, these abstract patterns cannot be obtained based on designer's imagination, but should be obtained indirectly or directly from natural objects.

For example, the packaging design of “Laojun Tea” uses line and surface methods to express common landscapes in the form of decorative paintings. It conveys a wonderland interspersed with Yunshan, where Taishang Laojun is located, and drinking this tea. Into the wonderland of Lenovo.

Photography is also a very good creative method. We can accurately and truly reproduce the texture of the external shape of the tea leaves and the soup color after opening, so that consumers can see at a glance and give them a sense of trust and intimacy. The beautiful natural scenery with overlapping clouds and hills and mountains reveals the superior ecological environment for the growth of tea. Drinking tea sets for different tea types also well reflects the tea drinking culture.

For example, West Lake Longjing Tea is produced in Longjing, Meiwu and other places where the peaks and valleys of the scenic West Lake are in Hangzhou. The beautiful scenery is fascinating; Huangshan Maofeng is mellow and mellow, and the tea is delicate and tender. It is produced in world-famous tourism. Huangshan Mountain Resort, beautiful pictures can fully show the Huangshan Mountain peaks, vigorous Jinsong, crystal clear springs and waves of the ups and downs, giving people the enjoyment of the United States. The beautiful shape of the tea curls, flat pieces and straight strips. After soaking, the soup is bright yellow and green, and the leaves are soft and tender. Imagine if these charming photos can be used in tea sales packaging, will increase the vitality of the price of tea products. For example, the West Lake Longjing tea used by Hangzhou West Lake Longjing Tea Co., Ltd. is packed with beautiful mountain scenery as its background, and is accompanied by elegant tea photographic images in front, giving people a strong visual impact.

Source: Art China Network