情绪营销:当代女装设计中的“多巴胺”风格  

Emotional Marketing:Dopamine Style in Contemporary Women′s Fashion Design

作　　者：谢思思[1] 彭姣 XIE Sisi;PENG Jiao(College of Engineering and Design,Hunan Normal University,Changsha 410081,China)

机构地区：[1]湖南师范大学工程与设计学院,长沙410081

出　　处：《纺织科技进展》2025年第2期55-59,共5页Progress in Textile Science & Technology

基　　金：湖南省教育厅青年项目(22B0083)。

摘　　要：“多巴胺”风格是近几年时尚流行趋势之一。为探究其设计特征及设计文化背景,丰富我国女装设计思路与方法,运用案例调查法、类比分析法对国内外“多巴胺”风格女装设计特征进行分析。“多巴胺”风格以色彩为主导,以情绪IP为牵引,表现服装带给人的积极、乐观的情绪价值。研究发现,“多巴胺”风格可分为几何视觉、童趣怪诞、甜心少女与运动潮酷4类,结合设计特征完成“多巴胺”情绪IP设计、色彩融合、款式定位3阶段的设计实践,该设计方法的提炼可为同类设计提供范式参考,助力我国女装时尚的国际化交流与发展。Dopamine style is one of the most prominent fashion trends in recent years.In order to gain insight into its design characteristics and design culture background,and to enrich the design ideas and methods of women′s clothing in China,the design characteristics of women′s fashion in dopamine style at home and abroad were analyzed through the case study method and analogy analysis method.Dopamine style is characterised by a preponderance of colour and an inclination towards emotional IP,which serves to convey the positive and optimistic emotional value associated with clothing.It has been observed that dopamine style can be categorised into four distinct types:geometric vision,childish grotesque,sweet girl and sporty cool.The combination of design features with the emotional IP design,colour fusion and style positioning methodology represents a three-stage design practice that can be refined to provide a paradigm reference for similar design projects and facilitate Chinese participation in international fashion exchanges and development.

关 键 词：“多巴胺”风格 色彩心理 色彩营销 女装设计 流行趋势 

分 类 号：J01[艺术—艺术理论] TS941.2[轻工技术与工程—服装设计与工程]