圖像學運用於茶葉包裝之視覺設計研究—以大陸福建地區、台灣為例

近年來，地方文化產業發展興盛，形成了獨特的文化傳承方式，並有其獨特的運用方式。隨著社會不斷演變，人們對於喝茶的注重度越來越高，不再是只有中老年喜愛喝茶，年輕人對喝茶也越來越講究。目前，包裝設計與在地文化的結合與展現也持續在增多，代表著包裝視覺設計越來越受大眾的重視，同時它也代表了不同時代的藝術走向及生活方式。由於兩岸的地域特性，氣候條件和茶葉品種等，形成了極具地方特色的茶葉特性與文化圖像。因此茶不僅僅是商品，更是一種富有傳播性的文化圖像產品。本研究之研究動機在於地方文化的盛行，許多設計都將在地文化與茶葉包裝做結合，然而帶有在地文化的商品包裝是否更吸引消費者？背後的文化圖像影響層面到底有多少，都是值得研究者去作探討研究。研究者藉由文獻考察針對兩岸具有地方代表性的茶品牌進行分析比對，透過文獻分析、深度訪談等研究方法來探討兩岸地方文化對茶葉包裝設計的差異性，整合兩岸地方文化圖像對茶葉包裝設計的影響，期許從研究結果中，一方面整合兩岸茶品牌包裝設計上文化圖像的差異，延續當地文化產業價值，另一方面期許透過設計研究來發展茶葉的視覺包裝，促進兩岸茶葉市場的發展。

關鍵字

圖像學；茶葉包裝；視覺設計

並列摘要

In recent years, the development of local cultural industry has become increasingly prosperous, forming a unique way of cultural inheritance with its unique application. With the continuous evolution of society, people pay more and more attention to drinking tea. The people who like drinking tea are no longer limited to the middle-aged and the elderly, and drinking tea has been gradually favored by young people. At present, the combination and display of packaging design and regional culture continue to increase, which not only represents that packaging visual design has been paid more and more attention by the public, but also reflects the artistic trend and lifestyle of different times. Due to the regional characteristics, climatic conditions and tea varieties on both sides of the Strait, tea characteristics and cultural images with local characteristics are formed. Therefore, tea is not only a commodity, but also a communicable cultural image product. The purpose of this study is the prevalence of regional culture, many designs have combined regional culture with tea packaging. However, does the product packaging with regional culture have a stronger appeal to consumers? How much influence can the cultural image behind it have? These problems are worth exploring and studying by researchers. Through the literature review on the analysis and comparison of local representative tea brands on both sides of the Strait, by adopting literature analysis, in-depth interviews and other research methods, the differences between local cultures on both sides of the Strait on tea packaging design are discussed, and the impact of local cultural images on tea packaging design is integrated, thus achieving two goals from the research results, that is, integrating the differences of cultural images in the packaging design of tea brands on both sides of the Strait to continue the value of local cultural industry, and developing the visual packaging of tea through design research to promote the development of tea market on both sides of the Strait.