This paper is toextract the design elements of tea packaging that affect consumers’ purchase willingness and to provide effective guidance for the design of tea packaging. Firstly, through user interviews, we obtain what packaging factors influence consumers when purchasing tea, and transform these factors into design elements, and then use factor analysis to divide the dimensions of the acquired design elements, and further use structural equation models to analyze the mechanism of the four dimensions that affect consumers’ purchase willingness, and determine the priority of design elements in each dimension to guide the design of tea packaging. Through user interviews, a total of 19 tea packaging design elements were extracted and divided into four dimensions:visual attributes, functional attributes, emotional attributes, and value attributes. With the help of structural equation modeling, it was confirmed that all 4 dimensions play a role in consumers’ willingness to choose which kind of tea to purchase. The willingness to purchase what kind of tea has a certain effect, and all have a positive impact. The priority of each design element is further determined, and related design strategies are proposed based on the analysis results to provide designers when designing tea packaging certain reference value.