Packaging Design Of Longhui Huayao Tea Based On Cultural Experience

Under the background of the era of experience economy,the market consumption structure is gradually changing from material and functional consumption to cultural and experiential consumption.People have higher and higher expectations for the cultural added value of products.Hunan Longhui Mountain has beautiful scenery,outstanding people and rich tea.However,from the current point of view,there is still a widespread problem of homogenization design and lack of cultural characteristics in the packaging of tea products on the market.Therefore,this study takes the packaging of Longhuihuayao tea as the research object,and attempts to explore the innovative ideas and design methods of regional characteristic product packaging from the perspective of cultural experience design.This study first combs the relevant theories of cultural experience and summarizes the connotation and value of cultural experience design.Secondly,this study summarizes the regional cultural elements of Longhuihuayao and lays the foundation for the design.Thirdly,the author analyzes the product packaging design pattern based on the cultural experience of Longhuihuaao,and proposes that the design practice should follow the four principles of cultural identification,folklore regionality,era innovation and experience interaction,and should pass the graphic gene Refining,the use of traditional colors,the reference of utensils and the selection of regional materials highlight the regional cultural characteristics.Finally,this study completed the design practice with the“Hua Yao” brand honeysuckle tea packaging as an example.The works include brand logos,series packaging and posters,etc.,in order to provide reference for the development of Longhui regional brands,and also for the development of Longhui tourism economy.And cultural branding provides support.