基于Z世代情感化需求的中式茶饮包装创新设计研究

Innovative Design of Chinese Tea Packaging Based on the Emotional Needs of Generation Z

中文关键词: Z世代情感化需求  中式茶饮  包装设计  创新设计

英文关键词: s, 2024(1):120- 121.

中文摘要:

      目的 探究Z世代情感化设计下中式茶饮包装的创新设计形式，分析情感化需求与茶饮包装设计的融合策略，提高情感文化和品牌内涵的输出价值。方法 首先了解年轻消费者对茶饮包装的情感需求，分析情感化设计与当代茶饮包装结合的设计现状，其次，通过构建情感化设计层级，分析Z世代群体在审美层面、功能层面和传播层面的情感需求，总结设计价值和设计策略，进行山住茶包装设计实践研究。结果 创作出既符合Z世代情感需求，又能对传统文化推陈出新的茶饮包装设计。结论 通过问卷调查、深度访谈和图案提取等方法，基于Z世代情感需求，对山住茶品牌包装进行创新设计实践，不但可以推进品牌文化和产品包装的协调统一，还可以助力传统文化在真正意义上的继承与创新。

英文摘要:

      The work aims to explore the innovative design form of tea packaging under the perspective of emotional design of Generation Z, analyze the integration strategy of emotional needs and tea packaging design, and improve the output value of emotional culture and brand connotation. Firstly, the emotional needs of young consumers for tea packaging were understood and the design status of the combination of emotional design and contemporary tea packaging was analyzed. Secondly, through the construction of emotional design level, the emotional needs of Generation Z at the aesthetic level, functional level and communication level were analyzed, the design value and design strategy were summarized and the practical research on the design of Shanzhu tea packaging was conducted. A tea packaging design that met the emotional needs of Generation Z while also innovating traditional culture was created. Through questionnaire survey, in-depth interview and pattern extraction and other methods, based on the emotional needs of Generation Z, the innovative design practice of Shanzhu tea packaging not only promotes the coordination and unity of brand culture and product packaging, but also helps the inheritance and innovation of traditional culture in the true sense.