Study On The Influence Of Packaging Design On Tea Brand Value

The product packaging design reflects the company’s business philosophy,product features and uses,and even corporate culture and other aspects of information,and more importantly,it is the first impression of consumers touching the product.Moreover,with the transformation and upgrading of the consumer market,people have higher requirements for product packaging and thus the brand effect.The consumption of products is shifting from ordinary consumption to brand consumption and identity consumption,which makes differentiated demand for packaging.Practice has proved that the more developed enterprises tend to pay more attention to brand building,and the excellent packaging design in the brand building process can not only enhance the product image,but also bring economic benefits to the enterprise.Therefore,how to use tea packaging design to enhance the brand value of tea to better establish the brand of tea,to achieve complementary brand and packaging design,make tea products more attractive,stimulate consumers’ desire to purchase,and enhancing the added value of products is an important topic worth studying.Based on this,this paper uses the data from the Anhui Tea Industry Technology System Group to use the market research method,case analysis method and qualitative analysis method to study the impact of packaging design on tea brand value:(1)Starting from the current situation of tea brand and packaging development in Anhui Province,analyze the current situation of tea consumption market in Anhui and the type of tea brand,compare the tea brands in different regions of Anhui Province,and understand the current situation of tea packaging and brand sales in the consumer market through field research.(2)Through the analysis of the regional cultural function of the tea brand,leading the consumption upgrading function,and improving the value innovation function,the factors affecting the brand value of tea are studied,and the demand of tea consumption demand is discussed from the perspective of packaging design.(3)Compare and analyze the current situation of tea packaging at home and abroad and the advantages and disadvantages of excellent tea brands,and explore the way to enhance the brand value of tea through packaging design.