扬州雕版画元素在茶叶包装中的应用研究
摘 要：扬州雕版印刷技艺历史悠久，是国家级非物质文化遗产之一，承载着丰富的历史文化信息，将其与当地产品包装结合，有助于传承和弘扬这一技艺，提升产品文化内涵。为此，文章旨在探索扬州非遗雕版画艺术形式与地方旅游文创产品的结合，通过版画元素提取应用于景区特产茶叶包装中，塑造景区品牌形象，凸显独特文化内涵。文章提取扬州雕版画元素和艺术特色，结合地方文化相关的诗篇，进行插画创作和字体设计并运用到包装中，在提升茶叶产品附加值，同时塑造具有地方文化特征的品牌形象，也有助于地方非遗文化传播、推动地方经济发展和提升景区知名度。
关键词：扬州雕版画；雕版画元素；茶叶包装；非遗文化；文化特征
中图分类号：TS206 文献标识码：A 文章编号：1672-7053(2024)09-0113-04
Abstract：Yangzhou Carved Plate Painting technology has a long history and is one of the national intangible cultural heritage, carrying rich historical and cultural information. Combining it with local product packaging will help inherit and promote this technology and enhance the cultural connotation of products. To this end, the article aims to explore the combination of Yangzhou intangible cultural heritage block painting art form and local tourism cultural and creative products, through the extraction of Carved Plate Painting elements applied to the packaging of special tea in scenic spots, to shape the brand image of scenic spots and highlight the unique cultural connotation. This paper extracts the elements and artistic characteristics of Yangzhou Carved Plate Painting, combines local culture-related poems, carries out illustration creation and font design, and applies them to the packaging. In this way, the added value of tea products is enhanced, the brand image with local cultural characteristics is shaped, and the dissemination of local intangible cultural heritage culture is also conducive to promoting local economic development and enhancing the popularity of scenic spots.
Key Words：Yangzhou Carved Plate Painting; Carved Plate Painting Elements; Tea Packaging; Intangible Cultural Heritage; Cultural Characteristics
