Earticle

초록

영어

Yunnan Puer Tea is the product that best represents the Yunnan region and the nation. Yunnan Puer Tea corporation and package design company began to set store by package design for promoting recognition of Puer tea to consumers, with rapid development of Puer tea over the last three years. This paper utilized market investigation analysis, reference studies and comparison research to study the attributes, history, cultural background and current market situation of Puer tea through modern package design theory. The design and color of ten representative Chinese tea brands, overseas brands, and Yunnan Puer were analyzed. A questionnaire about loyalty to Yunnan Puer and opinion on its popularity, package design, and color was carried out and analyzed. Seven famous brands of Yunnan Puer Tea were included in the study, with a view to betterment of Yunnan Puer'spackage design and colouring. These days, with intense competition in the market for Puer tea, Puer's current package design incorporates unique visual images that communicate a sense of pride and unique brand culture. However, to keep developing Yunnan Puer Tea's package design, the designers should carry out more in-depth research through studying Puer tea's national image. Puer tea's new package model, color, graphics, text, and other such visual elements strive to convey the brand's individuality and global popularity. Now, on the fierce Puer Tea market, tea enterprises have begun to attach importance to communication of the brand'sindividual characteristics and culture through visual images on current package design. The presently-designed box: analsis supports that the current situation of domesticTea's new brands are less prominent than older brands but their packaging is superior in design and likewise in robustness. Tea package coloring has been adapted to have something in common with the old world, and almost all designs are based on primary colors. Yunnan Puer Tea's standard of package design keeps growing. At this level of design, deeper research and study about Puer Tea's ethnic culture, including package coloring, images, modeling, and so on, is needed. Through the new design of these elements, the Puer Teastrives to attain individuality and globality.

중국어

普洱茶作为云南极具民族性、地域性的特色产品.随着最近3年普洱茶的产业高速发展,云南的普洱茶企业和包装设计公司,为了提高消费者对普洱茶的认知度,开始重视普洱茶的包装设计.本论文以现代包装设计理论为指导，运用市场调查分析、文献研究和比较研究等方法，分析研究了普洱茶的属性、历史文化背景与普洱茶的市场现状。通过对中国10大名茶的代表品牌,国外的知名品牌,云南普洱茶品牌的包装设计分析和色彩分析.及对云南普洱茶品牌的知名度,忠诚度,包装设计,色彩相关的问卷调查分析,对云南普洱茶的7个品牌在包装设计和色彩上进行比较分析.提出目前云南普洱茶品牌的包装设计的突出问题和包装的设计和色彩的改善建议.在目前混乱的普洱茶品牌市场中，通过普洱茶的现代包装设计，塑造自己独特品牌文化和独特视觉形象是众多普洱茶企业应该重视的问题，根据分析，国内普洱茶品牌现状，虽然新品牌在知名度上不如老品牌，但在包装设计上却优于老品牌，符合当代包装设计水准要求。在茶包装的色彩应用上，全世界具有共识性，几乎都是基于茶叶的原有色进行设计的。云南普洱茶的包装设计水平还处于发展和提高的阶段，设计师应该深入研究、挖掘出能服务于普洱茶包装的民族视觉元素，通过对普洱茶包装中的色彩、图形、包装造型和字体等视觉元素的创新设计，实现普洱茶现代包装设计的品牌化、个性化、国际化。

목차

摘要
 Abstract
 1. 绪论
  1.1. 研究的背景及目的
  1.2. 研究范围及方法
 2. 普洱茶的理论考察
  2.1. 茶的概念
  2.2. 茶的起源
  2.3. 中国茶文化
  2.4. 普洱茶介绍
  2.5. 中国茶产业市场现状
 3. 包装设计概念
  3.1. 包装设计本质
  3.2. 包装设计功能理念及作用
  3.3. 包装设计的色彩价值与作用
 4. 茶包装设计及色彩分析
  4.1. 中国茶和国外茶包装设计现状
  4.2. 中国和国外茶品牌的包装主色分析
  4.3. 云南普洱茶品牌包装设计现状及主要色彩分析
  4.4. 云南普洱茶包装相关问卷调查分析
  4.5. 云南普洱茶包装设计的问题点及改善方向
 5. 结论
 参考文献

키워드

저자

• 周恒宇 [ 주항우 | 汉阳大学视觉设计专业 ] 주저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  브랜드디자인학연구 [A Journal of Brand Design Association of Korea]

• 간기

  계간

• pISSN

  1738-0863

• 수록기간

  2003~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 600 DDC 700