服装品牌中的标识视觉设计应用研究

发布时间：2017-12-28 06:11

本文关键词：服装品牌中的标识视觉设计应用研究　出处：《景德镇陶瓷学院》2015年硕士论文　论文类型：学位论文

【摘要】：目前,我们处在一个时尚受到热捧的时代,而服装却是时尚最具代表力的行业,它注重了对时尚的理解和表达。然而,一个成功的服装标志和视觉识别系统,可以传达品牌的内在精神与追求,能使企业在竞争激烈的市场中处于优势地位,同时对塑造服装品牌形象、建立服装品牌文化、强化消费者的记忆有着举足轻重的地位。纵观中国的服装市场,作为世界最大生产国的我们,世界知名品牌却寥寥无几。中国加入WTO后,大量国际品牌抢占了中国的消费市场,这也使我们深刻意识到品牌的建设也将会是我们当下迫在眉睫的任务。本文借助时尚这一观点,围绕服装品牌和服装标志展开,首先,通过对国际及国内服装行业的历史现状的论述,使设计师和企业商家对服装市场的历史发展有个大致了解,并对服装品牌、服装标志、服装品牌形象视觉识别系统的相关概念做一个系统的阐述。其次,通过对服装品牌理论知识的认识深入分析服装品牌的定位和传播,并在此基础上针对不同类别及不同区域的服装品牌标志的特点进行分析评价,为创新服装品牌标志和服装品牌建设提供一定的理论依据。再次,服装品牌视觉识别系统是一个涵盖创新设计很广泛的课题,本文从设计、材质、工艺等方面出发深入探讨服装的吊牌、手提袋、平面广告、展示设计等等,同时从消费者角度出发,在服装视觉识别系统的背景下,研究消费者的心理特征以及购买行为,让消费者与服装产生共鸣,促进购买,从而确立服装品牌地位。最后,通过对国外优秀奢侈品牌和我国知名品牌案例进行分析比较,总结出我国在发展中国服装品牌道路中所存在的问题,并提出相关建议,这对推动我国服装品牌标志的发展,加强我国服装品牌形象识别系统的建设,具有一定的理论和实践意义。
[Abstract]:At present, we are in an era of fashionable fashion, and clothing is the most representative of fashion industry, it pays attention to the understanding and expression of fashion. However, a successful clothing logo and visual identity system can convey the inner spirit and the pursuit of brand, can make the enterprise in a dominant position in the fierce competition in the market, at the same time in shaping the brand image, establish brand clothing clothing culture, strengthen consumer memory plays an important role. Look at China's clothing market, as the world's largest producer of our world famous brands are few. After China's entry into WTO, a large number of international brands seized the Chinese consumer market, which made us deeply aware that brand building will also be our urgent task at the moment. This view with the help of fashion clothing brand and logo apparel, around the start, first of all, the history and the present situation of the international and domestic garment industry exposition, the designers and business enterprises of historical development of the clothing market have a general understanding of the clothing brand, clothing label, clothing brand image visual identification system related concepts make a systematic exposition. Secondly, based on the understanding of the theoretical knowledge of the clothing brand positioning and brand communication in-depth analysis, and on this basis, according to the characteristics of different types and different regions of the apparel brand logo is evaluated, provided a theoretical basis for the innovation of clothing brand logo and clothing brand building. Again, the clothing brand visual identification system is a very innovative design covers a wide range of topics, from the design, material, technology and other aspects of the in-depth study of clothing tag, bag, advertisement, exhibition design and so on, at the same time, from the consumer point of view, in the garment visual recognition system under the background of research on psychology of consumers and let the consumer buying behavior, and clothing resonate, promote the purchase, so as to establish the position of the brand. Finally, based on the outstanding foreign luxury brands and China famous brand case analysis and comparison, summed up China's existing in the development of Chinese clothing brand in the road, and puts forward relevant suggestions on promoting the development of the Chinese clothing brand logo, to strengthen the construction of China's clothing brand image recognition system, has a certain the theoretical and practical significance.
【学位授予单位】：景德镇陶瓷学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.86;J524.4

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