Application Of Stratification Theory Of Formal Effect In Tea Packaging Design ——Take Xinyang Maojian Tea Packaging Design As An Example

The theory of stratification of formal effects proposed by Professor Wang Lingzhong analyzes the forms produced by art,deeply discusses the interaction among the three levels of basic physiology,visual psychological experience and social symbol processing,and regards this interaction as a dynamic psychological process constructed between human and visual information.In today's tea market with serious homogeneity and fierce competition,the paper introduces the theory of stratification of form effect to carry out design practice and explore a new design form of tea packaging from the perspective of stratification of visual information,so as to improve the effective communication between consumers and tea packaging information.The application of formal effect layering theory in the packaging design of Xinyang Maojian tea is a functional design of tea packaging information.According to the relationship between logistics and product packaging,the packaging level is divided into three levels: transportation packaging,commodity sales packaging and inner packaging.According to the design idea of "Scene + object + carrier",the scheme design of Xinyang Maojian tea packaging of the self-made brand "tea speaking tea language" is carried out.The design scheme is based on the hierarchical theory of formal effect,and cross designs the process of information processing and the information transmission of packaging.Firstly,the function of packaging structure is analyzed,and the information layered design of the function object and purpose of different packaging hierarchies is helpful to guide consumers to receive accurate and effective information in the cognitive process;Secondly,considering the single layout of packaging,the product packaging information is designed hierarchically by using the design techniques in layout design,and the consumer information identification is guided through the design techniques of comparison and change;Finally,considering the structure of the packaging,combined with the interactive identification process between people and tea packaging,we designed to build a dynamic psychological feeling between consumers and visual information.At the same time,the digital design form of wechat applet and dynamic poster is also used in the design to expand the packaging transmission channels,so that the packaging information can be reasonably used through the digital platform,which can not only effectively improve the interaction with consumers,but also enable consumers to process information in multiple links and deepen the effect of product information memory.In general,the idea of this design is to take tea packaging as the carrier to make the communication process of "transmission,acceptance and cognition" between products and consumers.From shallow layer to deep layer,from part to whole,strengthen the recognition and interaction between people and packaging visual information.Through the design verification of the formal effect layering theory in the packaging design of Xinyang Maojian tea,it shows that: Based on the formal effect layering theory,the visual information layering design of Xinyang Maojian tea packaging with "tea talks about tea" can solve the problems of accumulation of visual information transmission and solidification of design form existing in the packaging of Xinyang Maojian tea.At the same time,the design of emotional interaction is integrated to build a process of psychological transformation of consumers from "choosing goods" to "loving goods",so as to improve consumers' brand recognition of Xinyang Maojian.Finally,I hope this design can provide some optimization suggestions for tea packaging design for various tea enterprises.