Luoshan Shadow Puppet Elements In The Design And Application Of "Xinyang Maojian" Packaging

My country’s tea culture has a long history and profound background.It is not only the country that first cultivated tea,but also the country that first had tea-drinking customs and gradually developed into a national culture.Tea is an indispensable part of our daily life and plays a very important role.From the initial medicinal use to the daily drinking,it is also the crystallization of many people’s wisdom.Nowadays,tea culture has become one of the typical cultural images of our country,giving more cultural significance,and with the packaging of tea products on the market,it has become an important part of our country’s tea culture.With the continuous progress of social economy,the cultural nature of tea itself has been increasingly discovered and valued.Xinyang Maojian is one of the top ten famous tea brands in my country.It belongs to green tea and is also known as Yu Maofeng.As one of Xinyang’s famous specialty products,it is not only a manifestation of the city’s culture,but also an important part of its economic development.It becomes more and more important in the development process.In the process of continuous development,the Xinyang Maojian brand has problems such as weak brand awareness,single form,homogeneous packaging and poor packaging design innovation,and even chaotic sales channels,mostly self-operated cooperatives,Lack of independent packaging and branding.This topic is based on the current situation of Xinyang Maojian,analyzes its existing problems,combined with the results of investigation and actual research,selects the "Xianling" brand of Luoshan origin in Xinyang Maojian tea for packaging redesign,and the brand is positioned as a youth group.First of all,this article first analyzes the tea culture,tea making technology and packaging of Xinyang Maojian,and then rethinks the packaging of Xinyang Maojian based on the current development of tea packaging at home and abroad.The packaging design concept now appears to pay more attention to the connotation of brand culture and brand culture.The integration of traditional culture.Secondly,through field investigation,the author understands and analyzes the product types,packaging structure,packaging color,design concept,etc.of Xinyang Maojian packaging design on the market today,as well as the analysis of the current situation in the packaging of the same type of green tea,so as to draw the conclusion that Xinyang Maojian packaging There are some shortcomings,especially the serious homogeneity of packaging.Thirdly,through the method of literature and comparative analysis,the author redesigned the packaging of Xinyang Maojian packaging such as serious homogeneity,lack of innovation,and insufficient brand culture,and carried out packaging innovation and strengthened brand awareness.Finally,modern design methods are used in packaging design,and the local intangible cultural heritage-Luoshan shadow puppet elements are modernized and integrated,and applied to the packaging design of Xinyang Maojian tea.On the one hand,it can enhance the cultural connotation of the brand,and on the other On the one hand,the tea packaging is designed to meet the modern young consumers.Combining the lifestyles of today’s young consumers,through understanding their consumer needs,design the packaging structure that young consumers demand;innovate in the form of packaging,design a diversified,fashionable and convenient packaging structure;packaging materials Most of the above are based on environmentally friendly materials.By re-designing the packaging of "Fairy" Xinyang Maojian tea,it strengthens the brand image,enriches the brand’s cultural connotation,and inherits the intangible cultural heritage-Luoshan shadow puppet elements,increases the added value of product culture,and gives consumers a strong visual sense,So as to promote market competitiveness,enhance brand image and visibility.