The work aims to identify the iterative design direction of tea packaging based on the audience's perspective, and provide a reference for designers to design tea packaging that meets the needs of the target audience. First, the audience of tea packaging was determined. On this basis, in-depth interviews were used to obtain the needs of the target audience for tea packaging, and the analytic hierarchy process (AHP) was used to solve the subjectivity weight of the target audience's needs, that is, the initial degree of expectation of the target audience to meet the needs of tea packaging. And then the objectivity weight of the target audience's needs was obtained by means of the entropy weight method (EWM), that is, the actual degree of attention of the target audience to the needs of tea packaging. Next, the line chart was used to visualize the comparison results of the audience's subjective and objective weights for various needs. Based on this, key requirements and opportunities for tea packaging design were identified to provide reference for iterative design of tea packaging. From the audience's perspective, qualitative and quantitative methods were combined to identify the key needs of current tea packaging in terms of portability, interactivity, culture and branding. And based on the feedback of the target audience, four iterative design breakthrough points of scenario-based portable design, multi-sensory interaction, multi-faceted interpretation of cultural attributes, and establishment of product brand value are summarized, providing designers with a reference iterative design path to improve the iterative design of tea packaging.