摘要
儒家思想下的中国茶礼文化,不同历史时期的茶文化展现出不同的特色。中国茶文化体现出“温、良、恭、俭、让”的精神,儒家思想为主体。20世纪30年代中国茶叶出口量较大,全国各地的茶庄竞争愈加激烈。为了拓展茶叶销量,祁门红茶包装设计不断丰富和完善。文章针对儒家茶礼文化对祁门红茶包装设计中的影响进行探究,梳理所遗存的祁门红茶广告艺术设计、茶叶包装形态、字体设计与排版、商标的设计与版式的设计流程,提出茶叶包装融入茶礼文化,对祁门红茶包装设计中的茶礼文化的呈现进行深入探究。
Chinese tea ceremony culture under Confucianism,tea culture in different historical periods showed different characteristics.Chinese tea culture embodies the spirit of "warmness,goodness,respect,frugality,and concession",with Confucianism as the main body.In the 1930s,my country’s tea exports were relatively large,and the competition among tea shops across the country became fiercer.In order to expand tea sales,Keemun black tea packaging design has been continuously enriched and improved.This article explores the influence of Confucian tea ceremony culture on the packaging design of Keemun black tea,combs the remaining Keemun black tea advertising art design,tea packaging form,font design and typesetting,trademark design and layout design process,and proposes tea packaging Incorporating tea ceremony culture,in-depth research on the presentation of tea ceremony culture in Keemun black tea packaging design.
作者
陈琳
王进华
CHEN Lin;WANG Jin-hua(School of Fine Arts,Shaanxi Normal University,Xi'an,Shaanxi,710119)
关键词
祁门红茶
茶叶广告
儒家茶礼文化
包装设计
Keemun Black Tea
Tea Advertisement
Confucian Tea Ceremony Culture
Packaging Design
