桐城文化符号在“桐城小花”茶包装装潢设计中的创新运用  

Innovative Application of Tongcheng Cultural Symbols in the Packaging Decoration Design of the "Tongcheng Xiaohua" Tea

作　　者：郝弘毅 HAO Hongyi(School of Fine Arts,Anqing Normal University,Anqing 246133,China)

机构地区：[1]安庆师范大学美术学院,安徽安庆246133

出　　处：《景德镇学院学报》2023年第5期94-99,共6页Journal of JingDeZhen University

基　　金：安徽省人文社科研究重点项目(SK2019A0367)。

摘　　要：桐城文化符号众多,其所承载的文化核心观念为“崇学重教”和“重德尚和”。迄今为止,在“桐城小花”茶包装装潢设计中,桐城文化符号未得到合理运用,因而包装装潢设计不能说服茶产地以外的消费者购买产品。在未来的包装设计中,设计师应以“崇学重教”或“重德尚和”观念为包装设计的主题,选取合适的地域文化符号,运用现代设计手法和观念将其转化为包装上的图形、色彩和文字符号,以满足消费者的生理和心理需求。There are many things in Tongcheng symbolizing the unique culture of the city.And the conviction highly supported by this culture is that education,morality,peace and harmony are top priorities in the life.So far,Tongcheng cultural symbols have not been fully or properly applied in the packaging decoration of the"Tongcheng Xiaohua"tea,which results in it that the tea doesn't sell well outside its producing area.Therefore,in the future packaging,designers should take the concept of education,morality,peace and harmony as the theme,select appropriate regional cultural symbols,and utilize modern designing strategies and techniques to demonstrate the relevant theme with the graphics,colors and texts on the packages so as to meet the physiological and psychological needs of consumers.

关 键 词：桐城文化符号 桐城小花 包装装潢设计 创新运用 

分 类 号：TS272[农业科学—茶叶生产加工] TS206.2[轻工技术与工程—农产品加工及贮藏工程]