SSRScientific and Social Research2661-43322981-9946Bio-Byword Scientific Publishing Pty. Ltd.10.26689/ssr.v6i7.7528ArticleAn Analysis of Chinese Tea Brand Packaging Design in the Context of New National Colorhttps://artdesignp.com/journal/SSR/6/7/10.26689/ssr.v6i7.7528WuJiaan,SharudinSharul Azim Bin2024672024-07-26Under the guidance of the new national color design concept, Chinese tea brand packaging design is in a transitional period of integrating traditional and modern elements. This study aims to analyze the packaging design practice under this trend. Through case studies of different tea brands with various varieties and regional cultural backgrounds, such as Fujian Zhengshantang, Hunan Anhua black tea, and Yunnan Pu’er tea, this paper reveals the formation of different tea brand packaging styles and design concepts under the new national color background. The study explores the integration of innovation and tradition, the in-depth expression of cultural connotations, and the innovation of consumer interactive experiences. This study adopts a qualitative analysis method, combined with interviews with brand designers and business managers, to explore the new concepts and packaging design strategies of tea brand packaging design in the context of the new national color. The study found that the new national color design not only successfully conveys the unique charm and cultural depth of tea culture but also further promotes international exchanges in tea culture and enhances the international image and market competitiveness of Chinese tea culture.

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