基于服装品牌产品的视觉识别元素应用系统研究

发布时间：2018-06-25 18:21

本文选题：服装品牌 + 视觉识别元素　；参考：《东华大学》2012年博士论文

【摘要】：本文通过学科交叉与借鉴的研究方法,就目前我国服装品牌形象构建中的产品视觉识别元素系统进行探讨,构建基于服装品牌产品的视觉识别元素系统框架,并利用数字化技术实现系统的应用。本研究工作分为以下几个部分：一、服装品牌视觉形象构建理论研究在研究了目前我国服装品牌形象建设存在的主要问题后发现,影响我国品牌形象构建的主要因素之一是品牌视觉营销中对产品视觉识别元素应用的忽视。品牌视觉元素的应用主要取决于该品牌设计师设计水平的高低,企业内部缺少对视觉识别元素系统相关数据的收集、整理及应用规范的制定。因此,本文提出了基于服装品牌产品的视觉识别元素应用系统的构建,希望能够改变企业对视觉识别元素应用的某些观点和做法。鉴于服装品牌视觉识别元素主要以图形、色彩、文字等形式出现,无法用精确的数学理论来解释,因此本文使用眼动仪实验与问卷调查相结合的研究方式来分析,同时结合相关科研项目以及对国内男装市场热点品牌的调研,探讨服装品牌视觉识别元素对国内服装品牌的战略发展的重要作用。二、构建服装品牌视觉识别元素的数据库模型在理论研究基础上,本文将在知识管理相关理论的支持下构建一个品牌视觉识别元素数据库模型,引导服装企业在设计管理过程中提高对视觉识别元素获取、整合、分享乃至创造的能力,有效缩短产品的开发过程,同时通过视觉化元素使消费者对品牌产生联想和记忆,更好地对产品进行策划和研发工作。三、服装产品视觉化设计的数字化表现本文尝试把服装产品设计与数字化技术相结合,在行业内现有的产品生命周期管理系统上拓展一个视觉识别元素应用设计平台。研究对人机交互界面设计、产品视觉识别元素应用、元素获取、知识库构建及其管理机制建立等一系列问题进行了研究。最后,运用Java语言为开发工具,实现视觉识别元素自动化应用的构想,达到提高设计效率、统一品牌形象、缩短产品开发过程的目的。本文的创新点主要体现在以下方面：一、首次提出APVIES系统概念本文首次提出APVIES系统概念,并把知识管理理论引入服装产品视觉识别元素系统构建中。系统能够正确引导服装企业提高知识获取、整合、分享乃至创造方面的能力。有效缩短产品的开发过程,同时通过产品上的视觉化元素使消费者对品牌产生联想和记忆,更好地对产品进行策划和研发工作。二、先进工具与研究对象结合的研究方法本文采用三位一体的认知研究方法,分别采用市场调研、问卷研究以及眼动仪实验对目标研究对象进行相关数据的采集。三位一体的研究方法能够互相补充印证数据的准确性。其中,眼动仪实验采用业内先进的SMI RED眼动仪对研究对象(消费者)关于服装品牌视觉识别元素应用认知的状况进行科学的分析研究,确保研究基础和研究结果的科学性和严密性。市场调研是在相关课题基础上开展研究,对男装市场热点品牌持续跟踪,对使用了视觉识别元素的产品进行分类整理、数据统计。三、自主知识导入的产学研结合研究与美国参数技术软件有限公司(Parametric Technology Corporation,以下简称PTC)’合作构建APVIES系统,改变简单的软件应用,导入自主知识成分,引导和完善了产品生命周期管理系统中品牌产品视觉识别元素应用系统,包括数据库构建、系统可视化应用以及服装品牌视觉识别元素自动化应用模型的构建。 APVIES系统的开发,满足了企业品牌产品视觉形象构建的基本需求。本文基于对真正能够体现品牌形象风格、提升品牌附加值、蕴涵品牌文化理念的品牌特征化元素的研究出发,通过对服装品牌中具有特征化的视觉化元素进行科学、系统的研究,为业内同仁开拓一种新的思考方式,提供创新的理论基石和行动指南。同时使产品能在消费群中得到共鸣,通过视觉化元素使消费者对品牌产生联想和记忆。
[Abstract]:Through the research methods of interdisciplinary and reference, this paper discusses the system of visual identification elements in the construction of Chinese clothing brand image, constructs a framework of visual identification element system based on clothing brand products, and uses digital technology to realize the application of the system. The research work is divided into the following parts:
First, a theoretical study on the visual image construction of clothing brand
After studying the main problems of the current Chinese clothing brand image construction, it is found that one of the main factors affecting the construction of our brand image is the neglect of the application of the visual identification elements in the brand visual marketing. The application of the brand visual elements mainly depends on the level of the design level of the brand designer and the lack of the internal enterprise. In this paper, the construction of visual identification element application system based on clothing brand products is put forward, and it is hoped to change some views and practices of the application of visual identification elements in the enterprise.
In view of the appearance of visual identification elements in clothing brand mainly in the form of graphics, color, text and other forms, it can not be explained with accurate mathematical theory. Therefore, this paper uses an eye movement instrument experiment and a questionnaire survey to analyze it. At the same time, it combines relevant scientific research projects and Research on the hot brand of the men's clothing market in the country, and discusses the clothing products. Brand visual recognition elements play an important role in the strategic development of domestic clothing brands.
Two, build a database model of visual identity elements of clothing brand.
On the basis of theoretical research, this paper will build a brand vision identification element database model under the support of knowledge management theory, and guide the garment enterprises to improve the ability to acquire, integrate, share and create the visual identification elements in the process of design management, effectively shorten the development process of the product, and through the visual elements. It enables consumers to associate and remember brands, and better plan and research products.
Three, the digital representation of the visual design of clothing products
This paper attempts to combine the design of clothing products with digital technology and expand a design platform for the application of visual identification elements in the existing product life cycle management system in the industry. A series of problems are studied on the design of human-computer interaction interface, the application of visual identification elements, the acquisition of elements, the construction of knowledge library and the establishment of the management mechanism. Finally, the Java language is used as a development tool to realize the concept of automatic application of visual identification elements, to improve the design efficiency, to unify the brand image and to shorten the purpose of the product development process.
The innovation of this article is mainly reflected in the following aspects:
First, the concept of APVIES system is proposed for the first time
This paper puts forward the concept of APVIES system for the first time, and introduces knowledge management theory into the construction of visual identification element system of clothing products. The system can correctly guide the garment enterprises to improve the ability of knowledge acquisition, integration, sharing and creation. Brand produces association and memory, better planning and research and development of products.
Two, research methods combining advanced tools with research objects.
In this paper, the Trinity cognitive research method is used to collect the related data by market research, questionnaire research and eye movement experiment. The Trinity research method can complement each other to verify the accuracy of the data. The market research is based on the related topics, keeps track of the hot brands in the men's market, and classifies the products using the visual identification elements. Theory, data statistics.
Three, research on the integration of independent knowledge introduction
Cooperate with American Parametric Technology Corporation (hereinafter referred to as PTC) to construct APVIES system, change simple software application, import independent knowledge component, guide and improve the visual identification element application system of brand product in product life cycle management system, including database construction, system visibility Construction and application of automatic recognition model for visual recognition elements of clothing brands.
The development of APVIES system has met the basic needs of the visual image construction of the brand products of the enterprise. Based on the research on the brand feature elements that can truly reflect the brand image style, enhance the brand added value and contain the brand culture concept, this paper makes a scientific and systematic study of the characteristic visual elements in the clothing brand. It opens up a new way of thinking for colleagues in the industry, provides innovative theoretical cornerstones and action guides, and enables products to resonate in the consumer group and make consumers associate and memorize brands through visual elements.
【学位授予单位】：东华大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：TS941.1;F273.2

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