地域文化视角下的徽州区茶叶品牌包装设计研究

Research on Tea Brand Packaging Design in Huizhou District from the Perspective of Regional Culture

摘要: 地域特色产品往往代表着一个地方的文化和特色，它的发展离不开地域文化的滋养。所以在特色产品的包装上应该融入地域文化的特点。黄山市徽州区的毛峰茶叶在新时代下要认识到自身产业发展的不足，充分挖掘和利用徽州区的文化和资源，把当地的文化体现到茶叶包装上。本文将着重从黄山的旅游资源和徽州文化资源出发，论述黄山的地域文化在毛峰茶叶包装上的运用。进一步认识和丰富徽州文化的内涵，充分利用当地资源，对于实现资源和产业的可持续发展有着积极的意义。

Abstract: Products with regional characteristics often represent the culture and characteristics of a place, and its development cannot be separated from the nourishment of regional culture. Therefore, the characteristics of regional culture should be integrated into the packaging of featured products. In the new era, Maofeng Tea in Huizhou District of Huangshan City should realize the deficiency of its own industrial development, fully tap and utilize the culture and resources in Huizhou District, and embody the local culture in tea packaging. This article will focus on the tourism resources of Mount Huangshan and Huizhou cultural resources, and discuss the application of Mount Huangshan’s regional culture in Maofeng tea packaging. Further understanding and enriching the connotation of Huizhou culture, making full use of local resources, is of positive significance for achieving sustaina-ble development of resources and industries.