叙事性视域下茶叶包装设计策略研究
Research on Tea Packaging Design Strategy from the Perspective of Narrative
李雅坤1
作者信息
摘要
茶叶在中国具有悠久的历史和深厚的文化底蕴,是集物质性与文化性为一体的产物.茶叶包装不仅具有保护与储藏功能,还应具有传达茶文化属性的功能,弘扬中国茶文化从而促进茶叶商品的销售.本文从叙事性理论的视角出发,分析其与包装设计之间的联系性,并得出叙事性包装设计的特征.以经典茶叶包装案例作为解析,从叙事主题、结构设置、表述途径 3 个方面研究并总结出叙事性茶叶包装设计可行性策略,以期通过包装设计传递茶文化,唤起消费者对我国茶文化的认同.
Abstract
Tea in China has a long history and profound cultural heritage,is a combination of material and cultural products.Tea packaging not only has the function of protection and storage,but also should have the function of conveying the attributes of tea culture,carrying forward Chinese tea culture and promoting the sales of tea products.From the perspective of narrative theory,this paper analyzes the connection between narrative and packaging design,and obtains the characteristics of narrative packaging design.Taking the classic tea packaging case as analysis,the feasibility strategy of narrative tea packaging design was studied and summarized from three aspects:narrative theme,structure setting and expression way.It is expected that the tea culture can be transmitted through the packaging design,which can guide the communication and exchange of the public while meeting the dual needs of consumers on the material level and the spiritual level,and arouse consumers'identification with China's tea culture.
关键词
叙事性/包装设计/茶文化Key words
narrative/packaging design/tea culture引用本文复制引用
出版年
2024
国家科技期刊平台
NSTL
万方数据