Comparative Study of Tea Packaging on Xinyang Mao Jian Tea, Domestic and Foreign Tea (74373)

Session Information: Aesthetics and Design
Session Chair: Claudia Pedro Santos

Saturday, 23 September 2023 12:55
Session: Session 3
Room: Room B (Live Stream)
Presentation Type:Live-Stream Presentation

All presentation times are UTC + 2 (Europe/Madrid)

Xinyang tea is a special product of Henan Province, bearing the deep cultural heritage of the Central Plains region. Its packaging design plays an important role in conveying product information and benefits to attract consumers’ tea desire. The purpose of this paper is to explore the cultural differences and design characteristics between Xinyang Mao Jian tea packaging design with domestic and foreign tea packaging design, which analyzed the current situation and problems of Xinyang tea packaging design. Through the study, it is found that Xinyang Mao Jian tea packaging has unique advantages in the use of traditional cultural elements and the display of product quality, but it has deficiency in differentiation of packaging design, resulting in a mismatch with the needs of modern consumers. Compared with foreign tea packaging, Xinyang Mao Jian tea packaging has gaps in the design style and selection of its packaging materials, lacking in its innovation and internationalization strategies of the design. The outcome of this study provide useful references to improve Xinyang Mao Jian tea packaging design. Some improvement suggestions are proposed, to focus on the innovation and differentiation of packaging design, emphasizing on the packaging design quality and cultural connotations of the product, including the market challenges. By improving the packaging design, Xinyang Mao Jian tea can efficiently convey its unique cultural values and product benefits to the people around the world in its own attractive ways besides to enhance the brand’s competitiveness and sustaining the inheritance of traditional cultural innovation.

Wenjie Hou, City University, Malaysia
Yaacob Husaini, City University, Malaysia

About the Presenter(s)
Wenjie Hou is a PhD student at City University of Malaysia, focusing on a comparative study between Chinese tea packaging design and tea from other countries.

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Posted by Clive Staples Lewis

Last updated: 2023-02-23 23:45:00