基于品牌识别的服装色彩管理-服装设计与工程专业论文.docxVIP

中原工学 中原工学院硕士学位论文 摘要 中原工学 中原工学院硕士学位论文 摘要 I I II II 基于服装品牌识别的色彩管理 专 业：服装设计与工程 硕士生：丁孝佳 指导老师：陈晓鹏 教授 摘 要 随着日趋激烈的市场竞争，服装品牌进入了“同质化”时代，要想从众多品牌中 脱颖而出，在消费者心中留下深刻印象并得到认可，塑造鲜明的品牌形象十分重要。 在品牌形象识别过程中，色彩作为识别的第一要素起着至关重要的作用。如何有效 运用色彩这一载体，使品牌得到识别和认可，对品牌的发展至关重要。 品牌识别中的色彩系统在视觉效果上既要体现品牌理念和品牌风格，又要符合 社会流行趋势，才能产生良好的形象识别。为品牌进行合理的色彩管理，有效提升 品牌形象，增强品牌识别，是本文研究的重点内容。 本文对案例进行剖析，主要研究建立在增强品牌识别度为基础上的色彩配置方 法。运用 PCCS 色彩理论对案例产品色彩进行分析，总结规律尝试综合多种方法对 服装产品色彩进行管理，从而有效的塑造服装品牌的色彩形象，达到品牌的有效识 别。 关键词：色彩管理；品牌识别；色彩配置方法 Color Management based on Clothing Brand Identification Major：Fashion Design and Engineeing Name：Ding Xiaojia Tutor：Prof . Chen Xiaopeng Abstract With market competition becoming increasingly fierce, clothing brands also come into the era of homogenization. Thus, in order to stand out from many brands and make a profound impression among consumers to receive their recognition, it is important for a garment enterprise to create a distinctive brand image. In the process of identifying brand images, color, as the first element of the identification, plays a vital role, which means how to effectively use color, the carrier, to realize brand identification and recognition is crucial to the development of a brand. In the process of brand identification, color system should not only reflect the brand concept and brand style to create a visual effects, but also should meet the social trends in order to produce a good image identification. This paper focuses on how to conduct appropriate color management for brand, effectively improve brand image, and enhance brand recognition. The color management and color design of clothing brands are mostly dominated by subjective factors, and the colors of branded products are in lack of detailed and targeted planning and management. Faced with this situation, this paper makes analysis on some cases and mainly focuses on studying the method of color configuration based on enhancing brand recognition. By adopting the PCCS color theory to analyze the colors of products of