目的 从景观基因的视角，探索黄山茶文化文创视觉设计的路径方法。方法 首先，运用层次分析法建立层次结构模型和判断矩阵，对黄山茶文化景观基因进行权重计算;其次，对太平猴魁景观基因的识别结果进行文创视觉设计与应用。结果 计算了黄山茶文化景观基因权重，其中物质景观基因较为重要，而物质景观基因中水系重要性最高，其次为茶村聚落格局、茶事古迹、地势、生产环境、生产作物、生产工具。非物质景观基因中制茶重要性最高，茶文学艺术、茶事活动、制度公约、采茶、信仰观念次之。结论 设计实例表明，应用层次分析法进行权重计算，能够有效地实现太平猴魁茶文化的文创视觉设计，营造特色化品牌形象，充分挖掘其文化内涵，为黄山茶叶产业的高质量发展提供有效支撑。

Objective From the perspective of landscape genes, explore the path and method of cultural and creative visual design of Huangshan tea culture. Methods Firstly, the hierarchical analysis method was used to establish the hierarchical structure model and judgment matrix, and the weights of the landscape genes of Huangshan tea culture were calculated, and secondly, the identification results of the landscape genes of Taiping Houkui were used for the cultural and creative visual design and application. Results The weights of the landscape genes of Huangshan tea culture were calculated, in which the material landscape genes were more important; while the water system had the highest importance among the material landscape genes, followed by the settlement pattern of tea villages, monuments of tea affairs, topography, production environment, production crops, and production tools; among the intangible landscape genes, the importance of tea production was the highest, followed by the tea literature and art, tea activities, institutional conventions, tea picking, and concepts of beliefs. Conclusion The design example shows that the application of hierarchical analysis method for weight calculation can effectively realize the cultural and creative visual design of Taiping Houkui tea culture, create a characteristic brand image, fully explore its cultural connotation, and provide effective support for the high- quality development of Huangshan tea industry.