Yunnan Pu'er Tea Packaging Design Study

Pu'er Tea is the national and local product of Yunnan Province, the package designing of which is different from the other kinds of tea. It should show the Pu'er Tea culture and mix the national and local culture of Yunnan Province, so as to bring forth the long history and special culture. The author think that the modern package designing of Pu'er Tea should have a new conception: It should maintain and develop the traditional culture, be more reasonable and scientific on technology, application and recycle, besides, it should use the modern ideas and methods to endue the national elements with new taste of modern times.The property, history background and marketing of Pu'er Tea are presented in the thesis by the methods of investigation reasearch, literature research and comparison research, which is on the basis of the modern package designing theory. The present state of Pu'er Tea's package materials, printing technics and vision element designing are shown through fieldwork and practice of designing. Besides, four problems in the package designing of Yunnan Pu'er Tea are presented: first, the package designing of Pu'er Tea doesn't suit to the property. Second, the package designing is lost in the brand culture. Third, the package designing is not well placed. Fourth, the package designing is short of innovation.A conclusion is made that the centuries-old and special Pu'er Tea culture, abundant national culture and local culture make the package designing of Pu'er Tea full of inspiration and originality. In Pu'er Tea culture, Yunnan national culture and local culture, many national vision elements are valuable resources, which should be make good use of by the modern designers. Designers should study on Yunnan national culture and national art, distill the valuable materials, in order to show the culture of Yunnan Pu'er Tea, promote the meaning and taste of the traditional products and create national and international famous Pu'er Tea brand through package designing.This thesis discusses the application of the vision elements such as colors, sculptures, images and characters through many cases, to get to the package designing ideas and methods and give guidance and reference to the designers.