Research on Yangzhou Tea Packaging Design Based on Regional Culture

Abstract

To address the issues of insufficient regional cultural representation, severe homogenization, and inadequate alignment with user needs in the packaging of Yangzhou's "Lüyangchun" green tea, this study centers on Yangzhou's regional culture and integrates the Kano Model with in-depth interviews to establish a research framework: "Cultural Element Extraction – User Needs Analysis – Design Implementation." Through surveys targeting four key user groups—college students, tea retailers, packaging designers, and tourists—the study applies the Kano Model to quantify user demand hierarchies, identifying essential, expected, attractive, indifferent, and reverse attributes. Ultimately, the classical lattice window motif from Yangzhou gardens is selected as the core cultural symbol, leading to the development of the "A Window of Spring Each Day" packaging series. The findings offer a quantifiable and implementable design paradigm for the deep integration of regional culture into tea packaging, supporting the youthful revitalization of Yangzhou tea culture and enhancing brand value.