Research On Creative Tea Packaging Based On Consumption Experience

China is the hometown of tea.History of cultivating and drinking tea was last thousands years and developed a deep tea culture which is sustained up to now. China has the largest tea gardon in the world,the largest product of tea and the most species of tea,but citizens of China are not the people who drink tea most.Average spend of tea ranked 20 around the whole world,and 20 to 30 years old people spend less money on tea than other age group.For this Chinese tea enterprise once considered that young people in China dislike to drink tea.However, Lipton’s tea which is come from UK got a great success of Chinese young people which contradict the point of Chinese tea firms.This phenomenon shows that needs of tea of Chinese young group have changed a lot compared with previous generation and the consumption experience they need changed either.In the era of The Experience Economy,when people get the satisfaction of basic physiological need, they expect more abundant and exciting experience of mentality and mind.Consumers need not only goods with high quality but also satisfactory consumption experience.Package is the external form of commodity before which for protecting, keeping, transporting and selling goods.In The Experience Economy, package is material carrier of consumption experience more than container of commodity which is designed for providing fine experience of sense, feel, think, act and relate.Therefore, if Chinese tea companies want to occupy market of young people, they should meet needs of basic physiology and mentality of young group and offer safe sense experience, convenient act experience, fashionable feel experience, special think experience and elegant relate experience.This paper will do some research in tea packing design with a definition of 20-30 years old young consumers of the target group, try to conclude some design methods which can provide good consumption experience,and take a few rational and effective advice to Chinese tea paking.This article starts from the theory related to consumption experience with analysis of experience, consumption experience, needs ofconsumption experience and consumption experience of young group。Basic on these theoris, demands of young consumer’s consumption experience can be generalizated.Then,from theoris of tea paking,the experience of tea paking constitutes of the experience of shape of tea paking, composition of tea paking and material of tea paking.Through comparison and instance, defects of Chinese tea paking can be find.And at last,the design method which meet young consumer’s consumption experience can be summarized to creative tea paking design with reasonable shape, charming composition and environmental material.