A Study on the Packaging Experience Design of Macao Herbal Tea Based on Emotional Design

Abstract

Addressing the current market challenges faced by "Macao Herbal Tea," including monotonous packaging forms, stereotypical impressions of bitterness, and low acceptance among Generation Z, this study utilizes the three-level theory of emotional design as its core framework. It constructs a packaging design pathway for the Z generation: At the Visceral Level, sensory metaphors through visual, color, and graphic elements are employed to mitigate the stereotypical impression of bitterness; at the Behavioral Level, scenario-based packaging experiences are optimized to overcome the limitations of traditional physical store sales; at the Reflective Level, the health philosophy of Macao herbal tea is integrated to guide the cognitive shift towards "daily light nourishment." Based on the emotional needs of Generation Z, this study conducts innovative design practices on the packaging of the Macao Bai Jiachang herbal tea brand, aiming to facilitate the youth-oriented transformation of Macao herbal tea and broaden its sales channels.