| The Chinese tea culture has a long history.As a sacred mountain of ancient culture,Lushan Mountain is surrounded by clouds all the year round.Therefore,its rich Lushan Mountain Yunwu Tea is also named,and it is one of the top ten famous teas in China.Lushan has a long history of tea planting.As early as the Han Dynasty,tea trees had been planted in Lushan Mountain.The name of Lushan Yunwu Tea first appeared in the Records of Lushan Mountain in the Ming Dynasty.As the soul of Lushan Yunwu Tea,Lushan characteristic tea culture,combined with the fragrance and elegance of Lushan Yunwu Tea,has enriched the new pattern and content of Chinese tea culture in the new era.However,through market research,it is found that the market share of Lushan Yunwu Tea is not high,whether compared with traditional brands such as West Lake Longjing,Tieguanyin,or with new tea brands such as small tins of tea.Moreover,the package of Lushan Yunwu Tea on the market presents problems such as single design,serious homogeneity,and lack of cultural attributes.Reclusive culture is an important part of Chinese traditional culture.Its outstanding humanistic spirit shows the moral ideal and spiritual pursuit of the Chinese nation.As an important part of Chinese traditional recluse culture,Lushan recluse culture is a free and free spiritual representative with unique cultural and artistic values.From the perspective of Lushan seclusion culture,taking Lushan Yunwu Tea as an example,this thesis analyzes the product characteristics and regional culture of Lushan Yunwu Tea through field research,and discusses the application of Lushan seclusion culture in the packaging of Lushan Yunwu Tea in combination with the natural landscape,architecture and humanistic spirit of Lushan,so as to enhance the regional characteristics of Lushan Yunwu Tea and enhance its market competitiveness.At first,the article comprehensively elaborated the research background of introducing the hermit culture of Lushan Mountain into the package of Lushan Yunwu Tea,as well as the purpose and significance of studying the package design of Lushan Yunwu Tea,and sorted out and analyzed the relevant literature and research status at home and abroad,discussed the research theory of concepts and topics related to Lushan hermit culture and tea package design,applied theory combined with practice and integrated SWOT analysis into the development of Lushan Yunwu Tea,The existing packaging cases on the market were investigated and compared,and the extraction methods of Luyin cultural elements were discussed.The concept of design elements was applied to the packaging of Lushan Yunwu Tea.The integration of Luyin culture with strong regional characteristics into the packaging design of Lushan Yunwu Tea can avoid the homogenization of the packaging of Lushan Yunwu Tea,endow it with cultural connotation,stand out from similar tea packaging,strengthen brand awareness,and enhance brand competitiveness. |
