数字时代印染技术对品牌视觉形象的影响  

Impact of printing and dyeing technology on brand visual image in digital era

作　　者：聂燕 NIE Yan(Shanghai Communications Polytechnic,Shanghai 200314,China)

机构地区：[1]上海交通职业技术学院,上海200314

出　　处：《印染助剂》2025年第3期60-65,共6页Textile Auxiliaries

摘　　要：数字印染技术的应用革新了传统印染的生产模式,并在环保理念、个性化定制以及供应链管理等领域产生了深远影响。同时,品牌视觉形象作为企业传播策略的核心组成部分,承载了品牌的文化内涵与市场竞争力。数字化背景下,品牌形象建设正向更加多元化、个性化以及可持续方向发展,而数字印染技术则为品牌的视觉呈现和差异化设计提供了全新的可能。从数字印染技术的现状及发展入手,探讨其在品牌视觉形象构建中的应用影响与未来趋势,以期为相关研究提供理论支撑,并为实践应用提供指导参考。The application of digital printing and dyeing technology has revolutionized the production mode of traditional printing and dyeing,and has had a far-reaching impact in the fields of environmental protection concept,personalized customization and supply chain management.Meanwhile,brand visual image,as a core component of corporate communication strategy,carries the brand's cultural connotation and market competitiveness.Under the background of digitalization,brand image construction is developing in the direction of more diversification,personalization and sustainability,while digital printing and dyeing technology provides brand new possibilities for visual presentation and differentiated design.Starting with the status quo and development of digital printing and dyeing technology,its application influence and future trend in the construction of brand visual image was discussed,in order to provide theoretical support for related research and guidance for practical application.

关 键 词：数字印染 印染技术 品牌视觉形象 

分 类 号：TS941[轻工技术与工程—服装设计与工程]