02007nam a2200385   4500000000100000008004100001260005700042653001900099653001800118653002300136653001300159653002200172653002200194653002100216653003400237653002700271653002300298653002100321653001900342653001400361653002100375653002200396653002200418653002400440653000800464653002400472100001000496700001300506700001300519245008800532856015400620490000900774520079600783020004201579                                       d  bSpringer Science and Business Media Deutschland GmbH10aAR application10aAR technology10aAdvanced Analytics10aBig data10aBroad application10aCurrent situation10aITS applications10aIntangible cultural heritages10aInteractive experience10aInternet of things10amachine learning10aNeeds analysis10aPackaging10aPackaging design10aPackaging designs10aPrivacy by design10aProtection strategy10aTea10aYa’an Tibetan tea1 aJ. He1 aL. Zhang1 aX. Jiang00aNeeds Analysis of the AR Application in the Packaging Design of Ya’an Tibetan Tea  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85097220795&doi=10.1007%2f978-3-030-62743-0_109&partnerID=40&md5=7cf2deb3644a5ca7bff3945bca32b6a00 v12823 aPurpose Based on the current situation of packaging design of Ya’an Tibetan tea, this paper explores its application needs of AR technology. Method. According to the statistics of the existing packaging design data of Ya’an Tibetan tea, this paper analyzes the production protection strategy of intangible cultural heritage, the image building of regional public brands and the urgent need for consumption upgrading. Then it discusses the necessity of AR in the packaging design of Ya’an Tibetan tea. Result. The intervention of AR provides a new design direction for its packaging design. Conclusion. AR packaging design can expand the layout space of traditional packaging, enhance the interactive experience, strengthen consumer brand memory, etc., with broad application prospects.  a21945357 (ISSN); 9783030627423 (ISBN)