Atayal Cultural Elements Applied in Tea Gift Box Packaging Creation -Using Slamaw Tribe Lishan Tea as an Example

• Main Authors: CHEN, CHIN-TUNG, 陳進東
• Other Authors: TSAI, JIN-HSING
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/u2xyt8

碩士 === 景文科技大學 === 視覺傳達設計系數位文創設計碩士在職專班 === 104 === Taiwan’s aboriginal culture, with a unique historical context of development until this day, has gradually received attention. In response to the global trend of local policies, the government’s promotion of the cultural and creative industries has gradually exposed Taiwan’s aboriginal culture to the outside. In this study, the Atayal Slamaw tribe from Hoping District, Taichung City was adopted as the research participant. Using the local cultural codes theory, the Atayal’s cultural dimensions were explored in order to analyze the Lishan tea gift box packaging design and the cultural implications aspect. Through the Atayal culture-derived totem elements, with the regional characteristics as highlights, the aboriginal cultural connotations were reproduced and the tribal aesthetics were translated into the Lishan tea gift box packaging design creation, thereby conveying the local image and enhancing the agricultural value. The literature review method, the case study method, the in-depth interview method, and the three-stage design method were adopted as the research framework. With the Slamaw Tribe Atayal culture as the research scope, the tribal people that had been living in the area for more than 10 years underwent in-depth interviews. The four dimensions of (1) history and culture-Atayal culture awareness and life experience discussions, (2) geographical landscape-exploration of Slamaw Tribe’s unique tea garden landscape, (3) ecological environment-exploration of planting environment surrounding the tea garden and (4) industrial characteristics: research and analysis of the current situation of the tea packaging market were targeted. With the seven respondents extracted from the cultural associations, accounting for one third of the total number of respondents (N), the common cultural element connotations were included for re-coding. Finally, 16 representative New Gayang tribal cultural elements were obtained and applied in the creation in this study. It is expected that this study can convey the Atayal cultural spirit and value, promote the sustainable development of local agriculture, and serve a reference for developing other cultural commodities in Taiwan or agricultural product packaging assessments, through which the design procedure utilization effectiveness can be examined.