摘 要

本课题在查阅大量相关资料和市场调研的基础上，分析了花茶以及石斛花茶包装的现状，发现目前市面上极度缺乏基于消费者心理的石斛花茶包装设计，存在着大量设计雷同、无品牌意识的问题。为了解决这些问题，进行了相关问卷调查，分析后得出消费者在选择石斛花茶产品时，更看重包装的外观和情感体验的结论。因此，本课题将以“碧石仙草”铁皮石斛花茶为例，结合消费心理的理论知识，更多地从消费者的角度出发，对其进行包装设计，提出完整的设计策略并制作出实物包装，所得结果表明：所提设计策略在石斛花茶包装上具有可用性和实用性，对于消费心理在花茶包装中的应用具有一定的实际价值和参考价值。

关键词：石斛花茶；包装设计；消费心理；女性

Abstract

On the basis of consulting a large number of relevant information and market research, this paper analyzed the current situation of scented tea and Dendrobium scented tea packaging, and found that there is a great lack of consumer psychology-based Dendrobium scented tea packaging design in the market, and there are a lot of problems of similar design and no brand awareness. In order to solve these problems, relevant questionnaires were conducted, and the conclusion was drawn that consumers pay more attention to the appearance and emotional experience of packaging when choosing Dendrobium flower tea products. Therefore, this topic will take "Bishixiancao" Dendrobium candidum flower tea as an example, combining with the theoretical knowledge of consumer psychology, more from the perspective of consumers, carry out packaging design, put forward a complete design strategy and make physical packaging, the results show that the proposed design strategy in Dendrobium flower tea packaging has usability and practicability, for consumer psychology in flower tea bag. The application of assembly has certain practical value and reference value.

Key Words: Dendrobium Tea; Packaging Design; Consumption Psychology; Woman

目录

1. 绪论..................................................................................................................................1

1.1 课题背景.........................................................................................................................1

1.2 课题研究的目的及意义.................................................................................................1

1.2.1课题研究的目的...................................................................................................1

1.2.2课题研究的意义...................................................................................................2

1.3 课题研究的方法及思路.................................................................................................2

1.3.1 课题研究的方法..................................................................................................2

1.3.2 课题研究的现状..................................................................................................2

1.4 研究现状分析.................................................................................................................3

1.4.1 国内研究现状......................................................................................................3

1.4.2 国外研究现状......................................................................................................3

1. 石斛花茶包装设计现状分析..........................................................................................4

2.1 现有花茶包装设计种类.................................................................................................4

2.2 现有花茶包装材质选择.................................................................................................4

2.3 现有花茶包装结构形式.................................................................................................5

2.4 现有花茶包装视觉元素.................................................................................................5

2.4.1 色彩......................................................................................................................5

2.4.2 字体......................................................................................................................6

2.4.3 图形......................................................................................................................6

2.5 现有花茶包装设计中存在的问题..................................................................................7

2.5.1 包装简陋..............................................................................................................7

2.5.2 过度包装..............................................................................................................7

2.5.3 同质化严重..........................................................................................................7

2.5.4 视觉要素缺乏吸引力..........................................................................................8

2.6 石斛花茶包装现状分析.................................................................................................8

2.6.1 石斛花茶现有包装对比分析...............................................................................8

2.6.2 石斛花茶包装设计的市场调查分析...................................................................9

1. 花茶包装设计定位与策略............................................................................................16

3.1 花茶包装设计定位.......................................................................................................16

3.1.1 女性消费心理特征............................................................................................16

3.1.2 女性消费心理对花茶包装的影响.....................................................................17

3.2 花茶包装设计策略.......................................................................................................17

3.2.1 加强石斛花茶包装的感官体验........................................................................17

3.2.1.1 提升视觉感受体验.................................................................................17

3.2.1.2 加强包装的材质体验.............................................................................18

3.2.1.3 结合通感设计丰富感官体验..................................................................18

3.2.2 拓展和改善石斛花茶包装的功能.....................................................................18

3.2.2.1 融入多功能设计.....................................................................................18

3.2.2.2 改善交互设计.........................................................................................18

3.2.3 突出石斛花茶包装的情感体验.........................................................................19

3.2.3.1 插画设计.................................................................................................19

3.2.3.2 加入“绿色设计”理念...........................................................................19

3.2.3.3 引起情感共鸣.........................................................................................19

1. “碧石仙草”铁皮石斛花茶包装设计方案展示..........................................................19

4.1 “碧石仙草”石斛花茶的市场调研............................................................................20

4.1.1 市场定位分析....................................................................................................20

4.1.2 人群定位分析....................................................................................................20

4.1.3 “碧石仙草”铁皮石斛花茶包装现状分析.......................................................20

4.2 “碧石仙草”铁皮石斛花茶基于女性的消费心理的设计应用................................20

4.2.1 材质选择............................................................................................................20

4.2.2 结构设计............................................................................................................20

4.2.3 图形语言设计....................................................................................................21

4.2.4 色彩搭配............................................................................................................22

4.2.5 文字表现............................................................................................................22

4.2.6 标志设计............................................................................................................22

4.3 作品展示.......................................................................................................................22

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