探究丝巾艺术设计与品牌展示的优化整合

发布时间：2018-03-17 13:05

本文选题：丝巾　切入点：丝巾艺术设计　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：丝巾作为有着悠久历史和文化积淀的服饰品,因其独特的魅力深受人们喜爱。随着艺术和文化的影响,丝巾的作用早已超越其本身的实用功能,成为了一种历史传承、文化符号,承载着饰品的艺术装饰功能。一方面,丝巾是国际各大奢侈品品牌中至关重要的一大系列饰品,丰富多样的丝巾款式成为了服饰时尚潮流的风向标。另一方面,中国丝巾文化具有其传统文化的代表性,本土丝巾文化价值的发扬和丝巾的高端化突破与创新发展,成为了发展国内品牌的重点课题。就目前来说,对丝巾的研究大多停留在丝巾纹样图案、丝巾的佩戴方式这些方面,而对于丝巾艺术设计的研究也往往是围绕丝巾的设计题材、纹样构图、面料色彩、工艺制造等方面展开,关于丝巾整体品牌化发展的研究少之又少。因而本文在丝巾艺术设计的基础上,以丝巾品牌的视觉展示手法为切入点,通过对丝巾设计现状、丝巾品牌文化、整体视觉展示、丝巾品牌推广创新等方面的深入调研,探索丝巾艺术设计与品牌展示的优化整合。本文主要针对国内外丝巾品牌,以其丝巾艺术设计与品牌展示为研究对象,以优化丝巾品牌的整体化创新为目标,进行了以下三方面的研究:一是丝巾艺术设计的论述,从丝巾发展和丝巾艺术设计元素上分析,得出了丝巾艺术设计的价值体现在文化内涵和创新灵魂上。二是丝巾品牌的综合研究,通过对国内外丝巾品牌发展现状的调研分析,揭示丝巾品牌发展的重要性在于赋予品牌文化内涵和形成自己独特的品牌艺术风格。三是丝巾品牌展示的发展方向,从展示设计切入,选取代表性品牌案例,详细分析国内外丝巾的展示路径与方法,论述丝巾视觉展示与品牌整体视觉营销的重要意义。最后通过以上三方面内容重点总结了丝巾艺术设计与品牌展示的优化整合,从丝巾艺术设计的创新为优化整合之本出发,贯通品牌创新的多学科内容,以多元化分析的手法展示艺术设计与品牌文化的结合。保持品牌文化与丝巾设计的一致性,保持展示形象和品牌形象的一致性,从而营造出品牌的整体系统化的一体性效果,以达到品牌营销和推广的最终目的。本课题的研究中运用了文献资料归纳总结法、品牌跟踪研究法、实地观测调研法、对比研究分析法等方法研究。旨在传统丝巾纹样图案的艺术设计研究上有所突破,从丝巾品牌整体展示方面入手,主要对国外丝巾品牌较为成熟的视觉营销系统进行归纳总结,对国内丝巾品牌实地考察跟踪研究,力求通过国内外品牌的对比研究,来构建丝巾艺术设计和展示设计的优化整合之道,从而对未来丝巾品牌发展提供理论基础和实践方向。
[Abstract]:Silk scarves, as clothing ornaments with a long history and cultural accumulation, are loved by people because of their unique charm. With the influence of art and culture, the role of silk scarves has already exceeded its practical function and become a historical heritage. Cultural symbols, bearing the art decoration function of jewelry. On the one hand, silk scarves are an important series of ornaments among the major luxury brands in the world. The rich and diverse styles of silk scarves have become the vane of fashion trends. On the other hand, Chinese silk towel culture is representative of its traditional culture. The development of local silk towel culture value and the high-end breakthrough and innovation of silk scarves have become the focus of the development of domestic brands. Most of the researches on silk scarves remain in the areas of scarves patterns and patterns of wearing scarves. However, the research on the artistic design of silk scarves is often carried out around the design theme, pattern composition, fabric color, and technological manufacture of silk scarves, etc. There is little research on the overall brand development of silk scarves. Therefore, based on the artistic design of silk scarves, this paper takes the visual display techniques of silk scarves brand as the breakthrough point, through the current situation of silk scarves design, the scarf brand culture, the overall visual display, This paper mainly aims at the domestic and foreign silk scarves brand, taking its silk towel art design and brand display as the research object, and explores the optimization and integration of the silk towel art design and brand display. In order to optimize the overall innovation of silk towel brand, the following three aspects of research are carried out: first, the paper discusses the artistic design of silk towel, analyzes the development of silk towel and the elements of silk towel art design. It is concluded that the value of silk towel art design is embodied in the cultural connotation and innovative soul. Second, the comprehensive study of silk towel brand, through the investigation and analysis of the domestic and foreign silk towel brand development status, Revealing the importance of silk towel brand development lies in giving brand culture connotation and forming its own unique brand art style. Third, the development direction of silk towel brand display, from display design cut into, select representative brand cases, This paper analyzes in detail the ways and methods of silk towel display at home and abroad, and discusses the important significance of silk towel visual display and brand overall visual marketing. Finally, it summarizes the optimization and integration of silk towel art design and brand display through the above three aspects. Starting from the innovation of silk scarf art design as the foundation of optimization and integration, the multi-disciplinary content of brand innovation is carried through, and the combination of art design and brand culture is displayed by means of diversified analysis, so as to maintain the consistency between brand culture and silk towel design. In order to achieve the ultimate goal of brand marketing and promotion, the research of this topic adopts the method of literature summary, which maintains the consistency between the display image and the brand image, thus creating the whole systematic and unified effect of the brand, so as to achieve the ultimate goal of brand marketing and promotion. Brand tracking research method, field observation research method, comparative research analysis method and so on. The aim is to make a breakthrough in the artistic design of traditional silk towel pattern, starting with the overall display of silk towel brand. Mainly summarized the foreign silk scarf brand more mature visual marketing system, domestic silk scarf brand field investigation and tracking research, strive to domestic and foreign brand contrast research, To construct the way of optimizing and integrating the artistic design and display design of silk towel, thus providing the theoretical basis and practical direction for the development of silk towel brand in the future.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J525.2

【相似文献】