Visual Image Design Of Nanyue Yunwu Tea In The Context Of Zen Aesthetics

Zen Buddhism is a sinicized Buddhism and the essence of Chinese traditional culture.It contains abundant aesthetic thoughts,which is of great importance to the formation of Chinese traditional aesthetic ideas,aesthetic ways and aesthetic systems.As an important part of Chinese excellent traditional culture,Zen aesthetics has a profound influence on the art and design field in China.Its rich aesthetic thoughts have exerted a profound influence on Chinese aesthetic style and art field.Therefore,it is the requirement and responsibility of designers in the new era to fully explore,sort out and study the cultural connotation and spiritual value of Zen aesthetics,and combine it with design creation.Nanyue Hengshan,also known as Shouyue mountain,not only has a unique Zen background,but also is the only famous tea mountain among the Five Mountains.It integrates Zen culture,Shouyue culture and tea culture.Nanyue Yunwu Tea,a local specialty,has a long history as one of the ten famous teas in Hunan Province.However,its current market performance is not satisfactory,one of the important reasons is that its visual image is relatively weak,and its promotion is insufficient.Therefore,relying on the unique regional cultural characteristics of Nanyue,this paper adopts the thought of Zen aesthetics to guide the design of local tea products,so as to improve the visual image of Nanyue Yunwu Tea as healthy,benign and sustainable development,and convey the spiritual concepts of green,health and longevity.By exploring the performance of Zen Aesthetics in the field of art and design,and based on the in-depth study of Nanyue’s historical background and Nanyue Yunwu Tea from the perspective of Zen aesthetics,this paper explores the coincidence between Zen Aesthetics and Nanyue Yunwu Tea’s visual image design.Based on the essence and accumulation of Chinese tea culture and Zen aesthetics,supplemented by the regional culture of Nanyue,this paper uses the expression form of the combination of traditional Chinese landscape painting and modern design to convey the Zen aesthetic thought,reflect the profound cultural heritage and spiritual connotation of Nanyue Yunwu Tea,endow the visual image of Nanyue Yunwu Tea with new vitality,and open up a unique design road to make it show its unique personality in a large number of tea products.Thus,it is expected to meet consumers’ pursuit of aesthetics and humanistic emotion,improve brand influence and market competitiveness of Nanyue Yunwu Tea,and accelerate local economic and industrial development.Meanwhile,this study also helps to carry forward Chinese traditional culture,enhance national cultural value,promote the localization process of Chinese design,and provide exploration ideas for the inheritance and development of Chinese Zen Aesthetics in contemporary design.