台灣茶文化產業視覺設計創作報告

A Report Of The Visual Design In Taiwan Tea Industry

劉珊妤(Shan-Yu Liu)

指導教授 ： 朱嘉樺

中原大學/設計學院/商業設計研究所/碩士(2007年)

https://doi.org/10.6840/cycu200700167

摘要

對台灣人而言，茶是再平常不過的飲料，路邊的茶水攤，便利商店中的包裝茶，隨時隨地都可以看到手中拿著茶飲料的人，除此之外老人茶也漸漸的被年輕人所接受，現在泡茶喝不只是老人才會有的行為，人文氣息濃厚的茶坊，百年的茶行及茶莊都可以看見年輕人的影子，讓茶不只是一種生活也是一種文化。
台灣茶的歷史背景源自於中國，在日治時代成為了綠茶的主要輸出地，這樣的歷史性及文化性在目前茶的推廣上較為少見，現在較常見的多為地方性茶品的行銷，沒有整合台灣茶的設計，使得在推廣上較為薄弱。在整個創作的過程中先是以文獻探討的方式追尋歷史的痕跡，了解台灣茶的起源、發展及現況，此外，並參訪歷史性及文化性濃厚的王德傳茶莊、嶢陽茶行及冶堂以其在人文及商業上的設計做為案例分析。創作方面則包含基本系統、應用系統、包裝設計及海報設計。
從小時候就跟著大人喝茶，台灣茶的好味道是獨一無二，在我心中是無法取代的滋味，想藉由我自己的綿薄之力，將台灣茶的好味道讓更多人都知道。

關鍵字

茶 ； 視覺設計 ； 台灣茶文化 ； 文化產業

並列摘要

Speaking of the Taiwan person, the tea is in usually the only drink, the roadside tea booth, in the convenient store packing tea, any time and any place all may see in the hand takes the tea drink person, in addition the old person tea also gradually is accepted by the young people, now makes tea drinks the behavior which not only the old person only then can have, the humanities breath thick teahouse, hundred years wholesale teahouse and the tea merchant all may see young people's shadow, lets the tea not only one kind of life also is one kind of culture.
The Taiwan tea historical background source from to China, governed the time in the date to become green tea's main output place, such historicity and culture in present tea promotion rarer, now more common many for local tea marketing, did not have the conformity Taiwan tea the design, caused to be weak in the promotion, first was tracks down historical in the entire creation process the trace, understood the Taiwan tea the origin, the development and present situation did is the literature discussion, the senate visits historical and the culture thick Wang De Chuan tea merchant, Geow Yong Tea Hong and Ye Tong does in the humanities and the commercial design is the case analysis, Creates the basic system, the application system, the packing supposes takes into account the playbill design.
Since childhood time on is drinking tea with the adult, the Taiwan tea good flavor is unique, in my heart is the taste which is unable to substitute, thought the affiliation by the I strength of meagre strength, the Taiwan tea good flavor will let more people all know.

並列關鍵字

Vision Design ； Taiwan Tea Culture ； Culture Industry ； Tea

參考文獻

林淑珠，2004，《茶宴》，時報。

蘇子炘（2006）：〈興國學報〉，《顧客價值創造－以產品包裝為例》第5期。

王秀如（2005）：〈設計研究〉，《從台灣包裝之星解讀－以文化為創意概念的包裝設計現況與未來發展》第5期。

向致蓁，2004，《中國茶的秘密》，好讀。

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