服装品牌标识的特征与应用

发布时间：2018-11-24 21:16

【摘要】： 服装品牌标识不仅体现了服装产品的特点,还承载着服装企业的文化,为服装品牌提高附加值,因此越来越受到服装企业的重视。如何打造一个成功的服装品牌标识,是现在备受瞩目的热门话题。本文以服装的品牌标识为研究对象,通过多学科视角对其进行分析。首先,对国内外的服装品牌标识进行了广泛的调查,收集了2290个服装品牌标识用于本文的研究。本研究将服装品牌标识解构为文字和图形两大部分,然后运用语言学、符号学、社会学和心理学等分别进行分析和研究。品牌标识的文字部分被分解为名称和广告语两个要素。本文分别对品牌名称的发音、命名和涵义,以及广告语的发音、修辞和涵义进行了比较全面的分析;并通过所收集的服装品牌标识实例加以验证。本方面的研究表明,服装品牌标识的名称和广告语在发音、字数、修辞方法等方面均应该符合一定的规则。品牌标识的图形部分被分解为图案和色彩两个要素。本研究对服装品牌标识的图案表现形式和寓意进行了比较深入的探析,对图案的艺术性进行了总结和提炼。对于品牌标识色彩的作用、特点、组合方式和寓意联想逐一进行了分析,并通过所收集的服装品牌标识进行验证,总结得出了服装品牌标识的图案与色彩设计的基本规则。为了了解服装品牌标识对消费者的影响作用,本研究采用市场问卷调查的方法,选择调查对象,对调查数据进行统计分析,从调查消费者对服装品牌标识的认知心理的角度出发,结合语言学、行为心理学、文化与美学等理论知识对调查结果深度地阐述和归纳,对比分析服装品牌标识构成要素对消费者的影响程度。在上述分析研究的基础上,从音、形、意这三个维度对服装品牌标识的四个构成要素的特点、表现手法和设计要点进行了归纳,从满足消费者心理需求的基础上总结归纳出了这四项要素的设计规则。在研究分析和市场调查的基础上,对本研究提出的服装品牌标识设计规则进行了实证分析。从收集的大量服装品牌标识中随机选择一个成功的示例,从标识的名称、广告语、图案和色彩四个方面逐一进行分析,以验证所提出的服装品牌标识设计规则的准确性。本研究还运用所提出的规则进行了服装品牌标识的设计实践,以验证了本研究提出的设计规则的可行性。研究结果表明,服装品牌标识的设计是一项系统工作,应该从四个要素的设计分别进行考虑,只有满足音美、形美和具有深厚内涵要求的品牌标识才能够具有较明显的识别性和较大的影响力。本文的研究可以为服装企业的品牌标识设计提供实用性和操作性较强的指导。
[Abstract]:Clothing brand logo not only embodies the characteristics of clothing products, but also carries the culture of clothing enterprises, which increases the added value of clothing brands, so it has been paid more and more attention by garment enterprises. How to create a successful clothing brand logo, is now the hot topic of attention. In this paper, the brand logo of clothing as the research object, through the multi-disciplinary perspective to analyze it. First of all, the domestic and foreign clothing brand logo has carried on the extensive investigation, has collected 2290 clothing brand logos to use in this article research. In this study, the clothing brand logo is deconstructed into two parts: text and graphics, and then it is analyzed and studied by linguistics, semiotics, sociology and psychology. The textual part of the brand logo is divided into two elements: the name and the advertising language. This paper makes a comprehensive analysis of the pronunciation, naming and meaning of brand names, as well as the pronunciation, rhetoric and meaning of advertising words, and verifies them by the collected examples of clothing brand identification. The research in this field shows that the name of clothing brand logo and advertising language should conform to certain rules in pronunciation, number of words, rhetorical methods and so on. The graphic part of the brand logo is decomposed into two elements: design and color. This research has carried on the thorough analysis to the clothing brand logo pattern expression form and the moral, has carried on the summary and the refinement to the pattern artistic quality. The function, characteristics, combination mode and implication association of brand logo color are analyzed one by one, and the basic rules of pattern and color design of clothing brand logo are summarized and verified through the collection of clothing brand logo. In order to understand the influence of clothing brand logo on consumers, this research adopts the method of market questionnaire, selects the survey object, and carries on the statistical analysis to the survey data. From the angle of investigating consumers' cognition psychology of clothing brand logo, combined with the theoretical knowledge of linguistics, behavioral psychology, culture and aesthetics, the investigation results are expounded and summarized in depth. Comparative analysis of clothing brand identity elements of the impact on consumers. On the basis of the above analysis and research, from the three dimensions of sound, form and meaning, this paper summarizes the characteristics, expression techniques and design points of the four constituent elements of the clothing brand logo. This paper summarizes the design rules of these four elements from the basis of satisfying consumers' psychological needs. On the basis of research and market research, this paper makes an empirical analysis on the design rules of clothing brand logo. A successful example is randomly selected from a large number of clothing brand logos collected and analyzed one by one from the four aspects of the logo name, advertising language, pattern and color to verify the accuracy of the proposed design rules of clothing brand logo. In order to verify the feasibility of the proposed design rules, the design practice of clothing brand logo is carried out by using the proposed rules. The results show that the design of clothing brand logo is a systematic work, should be considered from the four elements of the design, only to meet the sound beauty, Only the brand logo with deep connotation and beauty can have obvious recognition and great influence. The research in this paper can provide practical and operable guidance for brand logo design of garment enterprises.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F426.86

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