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請使用永久網址來引用或連結此文件:
http://nhuir.nhu.edu.tw/handle/987654321/28167
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| 題名: | 阿里山茶葉包裝設計演變之研究 |
| 其他題名: | Studying the Progress of the Design in Alishan-Tea Package |
| 作者: | 黃玉娟
HUANG, YU-CHUAN |
| 貢獻者: | 產品與室內設計學系
李豫芬
LEE, YU-FEN |
| 關鍵詞: | 優良茶競賽;茶葉產銷班;茶葉包裝設計;阿里山茶葉
Tea competitions;Tea packaging design;Tea production and sales class;Alishan tea |
| 日期: | 2019 |
| 上傳時間: | 2022-04-28 15:04:12 (UTC+8) |
| 摘要: | 本研究以1986～2018年間，阿里山茶葉包裝設計風格進行探討。蒐集1986～2018年間阿里山茶產業依各地區所販售茶葉包裝，以及2014～2018年間參與台灣國際茶酒咖啡展售會嘉義茶商的茶葉包裝61個樣本，優良茶競賽包裝51個樣本，訪談5家茶商第一代與第二代品牌茶葉包裝53個樣本，本論文採用歷史研究法、田野調查法、圖像分析法及訪談法，進行分析。研究結果發現： 從歷史文獻中了解阿里山優良茶競賽提升國內飲茶風氣；阿里山茶區茶葉產銷班開啟茶農以品牌行銷茶葉觀念。由收集上述茶葉165個包裝樣本中得知，阿里山茶葉包裝形式與視覺風格因工業包裝與印刷技術進步有密切的關係。以圖像分析所蒐集的阿里山茶葉包裝，發現茶商隨時代改變越來越重視包裝結構設計，其包裝視覺設計風格結合台灣阿里山環境特色與飲茶文化意涵，並將阿里山茶葉包裝設計推向國際設計成為精緻禮品。另外，在訪談商家與分析其茶葉包裝設計演變，觀察到年輕一代商家多以清新、結合時尚形象，展現品牌新活力，吸引消費者購買。根據阿里山茶區茶葉近30年發展，茶葉包裝設計之演變，歸納以下特點：1.茶葉包裝設計反映當時社會型態、人文風俗與經濟結構變化。2.茶葉包裝形式及視覺風格，隨工業社會發展，包裝與印刷技術進步而改變。3.以品牌行銷，將茶葉從農產品提昇至高級茗茶精緻禮品形象，帶動精美包裝視覺設計風潮。4.現代茶葉包裝以消費者需求做設計，趨向少量茶葉個包裝，多樣茶品組合包裝方式。
The study target of the research is nearly thirty years of tea packaging design forms and characteristics of performance style from 1986 to 2018 and analyzed with Historical Research, Field Research and Interviews survey these samples. There are 61samples that collected tea packaging from 1989 to 2018 in Alishan tea industry and visited Chianti merchants participated in Taiwan Int' l Tea, Coffee & Wine EXPO from 2014 to 2018. A total of 51 samples packaging in tea product competitions. Interview with second generation of brand inheritance a total of 5 merchant and there are total 53 samples of their tea product packaging. From the historical literature, we can understand that Alishan competition tea promotes tea culture, and the production and sales class graphs the concept of tea farmers to market tea. From the samples of the above 165 packaging of tea we realize that the way of and visual style of Alishan tea come close with the improvement of the industrial packing and printing technique. Analyze the tea packaging with images, tea merchants attach importance to packaging structure design along with the change in times. Packaging visual style combine Alishan environmental features with meaning of tea culture and make Alishan tea packaging design more international and become an exquisite gift. In addition, in the interview business and analysis of its tea packaging design evolution, it is observed that the younger generation of merchants are more fresh, combined with fashion image, showing the brands new vitality and attracting consumers to buy. According to the development of the tea in Alishan tea area for nearly 30 years, and the evolution of the tea packaging design, we have summarized the following characteristics:1.Tea packaging design reflects the transformation of social patterns, humanities and economic structures at that time.2.The packaging form and visual style of tea have changed with the development of industrial society and the advancement of domestic packaging and printing technology.3.With brand marketing, the tea will be upgraded to be more high quality and high-priced, driving the trend of beautiful packaging visual design.4.Modern tea packaging is designed according to the demands of consumers, tending to a small amount of tea packaging, and a variety of tea packaging methods. |
| 顯示於類別: | [產品與室內設計學系] 博碩士論文
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