服装品牌视觉形象设计的策略浅析  

Analysis of Visual Identity Design for Fashion Brands

作　　者：许春杰 位大亮 XU Chunjie;WEI Daliang(Henan Vocational University of Science and Technology,Zhoukou 466000,China;Henan Quality Institute,Pingdingshan 467000,China)

机构地区：[1]河南科技职业大学,河南周口466000 [2]河南质量工程职业学院,河南平顶山467000

出　　处：《西部皮革》2025年第2期118-120,共3页West Leather

摘　　要：文章旨在探讨服装品牌视觉形象设计的实践意义、面临的问题以及改进策略。通过剖析服装品牌视觉形象设计对消费者行为的影响,研究揭示了服装品牌视觉形象设计在增强品牌核心竞争力和扩大市场份额方面所扮演的关键角色。同时,研究指出了国内服装品牌在视觉形象设计方面存在的主要问题,包括设计的延展性不足、审美价值的缺失以及民族特色的缺乏,并提出了相应的改进策略。这些策略包括对品牌视觉形象进行整体规划、塑造独特的服装品牌视觉艺术风格以及将民族文化元素融入视觉设计之中,旨在提升品牌的市场影响力和竞争力。This study aims to explore the practical significance,challenges,and improvement strategies of visual identity design for fashion brands.By analyzing the impact of visual identity design on consumer behavior,the research highlights its pivotal role in enhancing a brand's core competitiveness and expanding its market share.Additionally,the study identifies key issues in the visual identity design of domestic fashion brands,including insufficient design scalability,a lack of aesthetic value,and the absence of national cultural elements.Corresponding improvement strategies are proposed,such as comprehensive planning of brand visual identity,cultivating a distinctive artistic style for fashion brands,and integrating national cultural elements into visual design.These strategies aim to enhance the brand's market influence and competitive edge.

关 键 词：服装设计与工程 服装品牌 视觉形象设计 改进策略 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]