中国传统书法艺术在茶叶包装设计中的创新应用.doc

摘要：中国茶文化具有悠久的历史，更具浓厚的文化底蕴。茶文化的足迹遍布整个世界，在不同的地区饮茶习俗、文化又有着不同特点，在亚洲尤其是中国的茶文化更是博大精深。有人说，茶是上天对中国的恩赐，这一点都不算夸张。在这漫长的岁月中，茶的清香和高雅与中华民族相结合，并成为中国的重要形象。与此同时，茶叶的包装也已经成为了我们关注的问题。特别是经济全球化时代，人们对精神生活的需求越来越高，因此可以在茶叶包装设计中寻找属于我国传统元素，将传统与现代相结合。书法艺术是中国特有的传统艺术表现形式之一，兼具实用与艺术的双重价值，挖掘历史文化传统，将书法艺术渗入包装设计中成为一种趋势。中国传统书法的韵律的美、字形的美已经被设计师们发现并运用到设计中，并且赋予现代设计独特民族风格特色。

　　　本文主要从文字系统、图形系统、色彩系统等三方面分析和研究中国传统书法艺术在茶叶包装设计中的运用 。首先，古鉴今，研究特色的茶文化，以及茶叶包装内涵和艺术的集中体现。其次，研究中国传统书法在现代茶叶包装中的运用。然后，中国传统书法在现代茶叶包装图形中的应用。接着，研究中国传统书法在现代茶叶包装色彩中的应用。最后，研究我国茶叶包装发展趋势和存在的问题，为茶叶包装包装设计，探索新思路。

关键词：茶文化 书法 包装设计 生态理念

ABSTRACT:The culture of Chinese tea has a long history, and retains a rich and celebrated past. Tea-Culture’s footprints have been all over the world, in different regions, there are some differences about tea culture, in Asia, especially in China, tea-culture is even profound. It is said that tea is God's gift to China, and this is never an exaggeration . During this long period of years, tea’s fragrance and elegance are combined with the Chinese nation, and become China's important image. At the same time, the package of tea is becoming our concern. Especially at this Economic Globalization time, people’s need for spiritual life becomes higher, so the appearance for the tea-package’s design contains Chinese traditional elements, combines tradition and modern. Calligraphy is a unique traditional form of artistic expression, both practical and artistic  value, digging history and cultural traditions, the art of calligraphy penetrate packaging design will become a trend. Chinese traditional calligraphy’s rhythm of beauty, and elegant appearance of words have  been noticed and applied to the design, and giving them a modern design features and a unique national style.

　　　This article is aimed at the writing system, the graphics system, color system to analysis and research the Chinese traditional calligraphy art’s use in tea-packaging design. First, from the ancient to today, people research in specialty tea culture and tea packaging connotation and art reflections, Secondly, the study of traditional Chinese calligraphy in the use of modern tea packaging, Then, the Chinese traditional calligraphy in modern tea packaging graphics, and the study of Chinese traditional calligraphy in modern tea-packaging color application. Finally, the study of tea-packaging trends and problems for the tea-packaging design, explore new ideas.

Key words: Tea Culture  Calligraphy  Package Design  Ecological Idea

　　　随着中国传统文化的渗透，中国传统书法艺术在茶叶包装设计中运用也十分广泛。它可以以其独特的中国特色形式吸引人眼球，用最直接的语言体现出产品的精神理念，因此得到受众的青睐。但很多产品只是将中国传统书法元素反复使用，缺乏创意。虽然具有一定的中国韵味，但是缺乏特色。如何才能在茶叶包装

　　　设计中对中国传统书法再设计，做到与产品内蕴吻合是很重要的。此次研究的目标把握包装设计原则，将茶叶包装结合中国传统书法进行设计，使茶叶包装更具中国特色，本文主要从书法在字体、图形、色彩三要素中研究茶叶包装设计，以及对目前我国茶叶包装绿色设计理念提出建议，让消费者着感受到包装带来的方便以及精神上的享受，并让它符合现代生活。