美学论文论中国茶叶包装的审美追求.doc

论中国茶叶包装的审美追求 【毕业论文标题】 论中国茶叶包装的审美追求 【英文标题】 On the Aesthetic Pursuit of Chinas Tea Packaging【中文摘要】 本文对茶叶包装审美追求的研究立意于对现代中国茶叶包装市场的生存语境和未来命运的关注。商品经济发展到今天,伴随着人类生活的产品包装设计,在发挥实用功能价值的同时,还应具备一定的审美价值和文化价值。中国是茶叶的故乡,茶叶在我国具有悠久的历史文化,属于一种民族性商品,同时也是能体现文化性的艺术商品。现在市场上出现的千姿百态、富有创意和文化品位的茶叶包装已经成为我国茶文化的重要组成部分。茶自身所具备的文化性随着社会的发展而日益被发掘、利用,变成了一种精神的物化产品,具备了包括历史价值和审美价值在内的文化价值。将传统文化艺术运用到现代茶叶包装设计中,使设计既具时代感,又能体现中国的文化韵味和民族根基,更好地提升了茶叶自身的价值和文化品位,做出具有中国特色的现代茶包装设计,使其在众多同类商品面前因不失民族文化特色而极具竞争力。在今天激烈竞争的商品市场中,茶叶的销售包装设计要求既能够满足消费者的审美心理需求,又能满足人的精神、感情需求,实现艺术创作的真正价值,使商品文化附加值增高,具有市场竞争力并可持续发展,这是现代茶叶包装设计所要考虑的重点。个性化的包装设计形象是最有效的促销手段。茶叶包装必须拥有自己独特的风格,形成独有的魅力,以此来吸引消费者的关注,本文通过对中国茶叶包装的审美属性的物质载体、美学构成因素、以及茶包装的审美形态、审美特性等方面的具体分析,说明对茶叶包装的审美特性进行研究具有多层次的价值和意义。在全球文化发展和包装设计审美诉求的时代背景下,本文基于对茶文化的认知和理解,运用设计美学、消费心理学等理论综合阐述与个案分析相结合的研究方法,结合茶叶自身的性质,以及茶文化的内涵,例举国内外经典包装设计图例,形象化的阐明观点,尽可能较深刻地分析中国茶叶包装的审美追求这一研究课题。在今后的茶叶包装设计中,兼容民族性和时代性,发扬深厚的茶文化底蕴,注重与茶叶的品牌塑造相结合。获得商业经济效益最大化的同时满足人们对实用的、情感的、心理的等多方面消费体验的追求。不断地注入新的文化内涵和茶叶有益于人体健康的功效等知识,将视觉的审美性融汇其中,使茶叶通过包装更加完美地展示自己的特性。把审美与茶文化紧密结合起来,用美表现其深厚的文化底蕴,用文化增强其美的艺术感染力,在最大程度上满足人们日新月异的审美心理需求。遵循绿色包装原则,传达健康的生活态度和理念,体现人文特性,适应国内外茶叶消费的新潮流,创造更多的销售机会,形成一个完整的颇具中国特色的茶叶商品包装体系【英文摘要】 In this paper, the pursuit of tea packaging aesthetic conception in the study of modern Chinese tea packaging market environment and the future survival of the fate of concern. With the Development of commodity economy, accompanied by the products of human life packaging design, packing and design should exert the value of practical function, certain aesthetic values and cultural values. China is the hometown of tea, tea in China has a long history and have formed a culture, its a national commodity, but also a good that embodies the art of cultural .at present tea packing appearing on the market is both varied and impressive creative and cultural quality it has become an important part. Of tea culture .Tea by itself possess the cultural and social development with increasingly to explore, use, become a spirit of physico-chemical products, with a historical value and aesthetic values, including cultural values The use of traditional culture and the arts to the modern tea packaging design, showing both the design with sense of the times, but also embodies the charm of Chinese culture and national foundations to better enhance the value of their own tea taste and culture, with Chinese characteristics to make the modern tea packaging design to the many similar products before the result of losing the national culture and highly competitive characteristics.Under the Intense competition in todays commodity market, the sales of tea packaging design should be to have already met peoples aesthetic demand, can meet peoples spirit, psychological need, to realize the truth worth of the artistic creation, so that higher value-added commodity culture, with market competitiveness and sustainable development, This is a modern tea packaging design should focus on. Personalized image of the packaging design is the most effective means of promotion. Tea packaging must have its own unique style, unique charm of the formation, in order to attract consumers concerned about the tea in China Based on the aesthetic properties of the packaging material carriers, aesthetic components, as well as the aesthetic form of tea packaging, aesthetic characteristics of specific areas such as analysis of the aesthetic properties of tea packaging with multi-level study of the value and meaning.Against the development of the global cultural and the packaging design aesthetic demands background, this paper based on the awareness of tea culture and the understanding of use of design aesthetics, consumer psychology theory and case studies on the integrated combination of research methods, combined with the nature of its own tea , as well as tea culture, the classic examples of packaging design at home and abroad Legend, visualization of the clear point of view, as far as possible, a more profound analysis of Chinese tea packaging aesthetic pursuit of this research. Tea packaging in the future design, compatible with the national character and the times, carry forward the rich cultural heritage of tea, pay attention to branding and tea combination. To maximize the economic benefits of access to business people at the same time meet the practical, emotional and psychological aspects of the pursuit of the consumer feeling. Continuously inject new meaning and tea culture conducive to the effectiveness of human health, such as knowledge of the visual aesthetic which combines to make tea more perfectly through the packaging to show their characteristics. Aesthetic and tea culture to combine performance with and its profound cultural background, using culture to enhance its artistic appeal , to the maximum extent possible to meet the peoples ever-changing psychological needs of the aesthetic.follow the principles of green packaging to convey the attitude of a healthy lifestyle and philosophy, the humanities reflect the characteristics of tea consumption at home and abroad to adapt to new trends and create more sales opportunities, forming a fairly complete with Chinese characteristics packaging system tea.【中文关键词】 茶叶包装; 审美; 茶文化; 审美形态; 审美特性 【英文关键词】 Tea packaging; Aesthetic ; Tea Culture; Aesthetic form ; Aesthetic characteristics 【论文目录】中文摘要 6-8 ABSTRACT 8-9 引言 10-12 第一章 茶包装审美属性的物质载体和审美构成 12-24 一、茶包装审美属性的物质载体 12-15 二、茶包装的审美构成 15-24 第二章 中国茶叶包装的审美形态 24-34 一、豪华美 24-27 二、简约美 27-29 三、意境美 29-32 四、含蓄美 32-34 第三章 中国茶叶包装的审美特性 34-46 一、民族性 34-38 二、地域性 38-40 三、时尚性 40-46 第四章 中国茶叶包装在当前的审美误区 46-50 一、过分包装，忽略自身价值 46-47 二、模仿包装，缺乏个性创新 47 三、肤浅包装，忽视文化品位 47-48 四、相似包装，缺少差异定位 48-50 第五章 中国茶叶包装的美学策略 50-57 一、注重与茶文化相结合 50-51 二、注重品牌的创立 51-52 三、注重民族文化的传承 52-53 四、注重消费文化的引导 53-55 五、注重生态美学设计 55-57 结语 57-58 注释 58-60 参考文献 60-62 论文作者在学术期间发表的学术论文 62-63 致谢 63