服装品牌产品语义的风格研究
发布时间：2018-11-01 11:34
【摘要】：服装品牌的设计风格是在设计理念的驱使下,运用设计师的创作表达,在驾驭主题并运用其相应的表现手法和服装语言组合创意,才能形成服装品牌特有的风格。服装品牌在服装设计领域中有属于自己的设计理念,这些理念又是形成千姿百态服装面貌的根源。服装理念的设定和风格定位对品牌的构建起着关键性的作用。服装语言是产品的构成单位,在设计风格确定的前提下,设计语言的正确选择及使用可以控制风格的表现结果。不然,随意截取设计语言符号只能使品牌化设计出现混乱和盲目。所有的服装品牌都应有其设计风格,服装设计师须通过把时代的服装特点以及规律性元素提炼出来,并融入的相应的文化和观念,最后运用到产品上予以表现。不同风格的形式表现与品牌所在的地理位置、民族特征、生活方式、文化潮流、风俗习惯、宗教信仰有密切关系。服装品牌的设计风格就是根据以上的文脉特点,结合时代气息所创作出来的。服装品牌设计的灵魂就形成和拥有它自己的风格,品牌能否稳定发展也是设计师对服装风格和设计语言把握的独特运用与发挥。 本文参照国内外优秀案例,结合服装行业品牌营销的实践,开创性地提出了服装品牌产品语义对服装风格的形成的重要作用和设计文化理念对风格形成的指导作用。我国是一个服装生产出口大国,也是贸易消费大国,但是对于品牌文化理论的认识还较为粗浅,理解也不深入,众多企业缺乏真正的品牌设计人员和企划设计方面的人才,欠缺对于流行信息及趋势的把握能力,导致产品开发水准有限,更多的国内企业设计师采取的是抄袭模仿其他国外产品来经营自己的品牌,这就成为我国服装行业普遍存在的现状：原创产品的设计理念越来越空洞,品牌理念风格的设定没有个性、定位过度集中,严重缺乏品牌服装风格的个性内涵,导致恶性循环。服装产品的风格设计首先是列出与品牌风格相关的设计语言,选择设计方法,制定设计语言的组合规律,努力使全盘产品具有整体感,显示出服装品牌的完整性,服装产品需要逐一对产品的色彩、款式、面料、辅料和装饰等语言的设计构成状态来进行具体的定位设计。综上所述本文要解决的问题是对服装语义及风格的具体形式与表现进行严谨的梳理与探索,并对今后我国品牌服装产品设计语言表现进行体系构建。
[Abstract]:The design style of the clothing brand is driven by the design idea, using the creative expression of the designer, controlling the theme and applying the corresponding expression technique and the creative combination of the clothing language to form the unique style of the clothing brand. Clothing brands have their own design ideas in the field of clothing design, which are the root of the formation of a variety of clothing features. The setting of clothing concept and style orientation play a key role in brand building. Clothing language is the constituent unit of product. Under the premise of determining the design style, the correct choice and use of the design language can control the performance result of the style. Otherwise, arbitrary interception of design language symbols can only cause brand design confusion and blindness. All clothing brands should have their own design style. Fashion designers should extract the characteristics and regular elements of the times, and incorporate the corresponding culture and concept, and finally apply them to the products to express them. The forms of different styles are closely related to the geographical location, national characteristics, lifestyle, cultural trends, customs and religious beliefs of the brand. Clothing brand design style is based on the above characteristics of the context, combined with the atmosphere of the times created. The soul of fashion brand design forms and owns its own style. Whether the brand can develop stably is the unique application and play of designer's grasp of clothing style and design language. Referring to the excellent cases at home and abroad, combined with the practice of brand marketing in garment industry, this paper puts forward the important role of product semantics of clothing brand on the formation of fashion style and the guiding role of design culture concept on style formation. China is a large country of garment production and export, but also a large country of trade and consumption, but the understanding of brand culture theory is still relatively shallow, understanding is not deep, many enterprises lack of real brand designers and talents in planning and design. Lack of the ability to grasp popular information and trends leads to a limited level of product development. More domestic enterprise designers adopt plagiarism to mimic other foreign products to manage their own brands. This becomes the present situation of the clothing industry in our country: the design idea of the original product is more and more empty, the design of the brand idea style has no individuality, the localization is too concentrated, and the personality connotation of the brand clothing style is lacking seriously, which leads to the vicious circle. First of all, the style design of clothing products is to list the design languages related to the brand style, to select the design methods, to formulate the combination rules of the design languages, to make the overall product have a sense of the whole, and to show the integrity of the clothing brand. Garment products need to design the color, style, fabric, accessories and decoration language to carry out specific positioning design. To sum up, the problem to be solved in this paper is to carding and exploring the specific form and expression of clothing semantics and style, and to construct the system of the design language performance of brand clothing products in our country in the future.
【学位授予单位】：河北科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H15;F426.86;F273.2
本文编号：2303798
[Abstract]:The design style of the clothing brand is driven by the design idea, using the creative expression of the designer, controlling the theme and applying the corresponding expression technique and the creative combination of the clothing language to form the unique style of the clothing brand. Clothing brands have their own design ideas in the field of clothing design, which are the root of the formation of a variety of clothing features. The setting of clothing concept and style orientation play a key role in brand building. Clothing language is the constituent unit of product. Under the premise of determining the design style, the correct choice and use of the design language can control the performance result of the style. Otherwise, arbitrary interception of design language symbols can only cause brand design confusion and blindness. All clothing brands should have their own design style. Fashion designers should extract the characteristics and regular elements of the times, and incorporate the corresponding culture and concept, and finally apply them to the products to express them. The forms of different styles are closely related to the geographical location, national characteristics, lifestyle, cultural trends, customs and religious beliefs of the brand. Clothing brand design style is based on the above characteristics of the context, combined with the atmosphere of the times created. The soul of fashion brand design forms and owns its own style. Whether the brand can develop stably is the unique application and play of designer's grasp of clothing style and design language. Referring to the excellent cases at home and abroad, combined with the practice of brand marketing in garment industry, this paper puts forward the important role of product semantics of clothing brand on the formation of fashion style and the guiding role of design culture concept on style formation. China is a large country of garment production and export, but also a large country of trade and consumption, but the understanding of brand culture theory is still relatively shallow, understanding is not deep, many enterprises lack of real brand designers and talents in planning and design. Lack of the ability to grasp popular information and trends leads to a limited level of product development. More domestic enterprise designers adopt plagiarism to mimic other foreign products to manage their own brands. This becomes the present situation of the clothing industry in our country: the design idea of the original product is more and more empty, the design of the brand idea style has no individuality, the localization is too concentrated, and the personality connotation of the brand clothing style is lacking seriously, which leads to the vicious circle. First of all, the style design of clothing products is to list the design languages related to the brand style, to select the design methods, to formulate the combination rules of the design languages, to make the overall product have a sense of the whole, and to show the integrity of the clothing brand. Garment products need to design the color, style, fabric, accessories and decoration language to carry out specific positioning design. To sum up, the problem to be solved in this paper is to carding and exploring the specific form and expression of clothing semantics and style, and to construct the system of the design language performance of brand clothing products in our country in the future.
【学位授予单位】：河北科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H15;F426.86;F273.2
【引证文献】
相关硕士学位论文 前1条
1 周亚;现代田园风格女装设计研究[D];华南理工大学;2013年
，本文编号：2303798
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