基于三元结构的服装品牌色彩管理研究

Research in color management of apparel brand based on triadic theory

针对服装品牌化的发展趋势,以及相关企业在进行产品开发过程中面临的色彩设计因素繁杂和缺乏理性指导原则的问题,结合实际的品牌问卷调研,对其色彩设计因素进行深入的分析研究。利用结构理论,引申到服装色彩管理研究中,总结出色彩设计因素的三元结构论,即以人为本的个性诉求、以事为主的服饰诉求和以物为重的环境诉求,并系统全面地分析各因素之间的内在关联;依据三元结构及其关系,归纳了以男士商务装为例的色彩管理IDS原则,提出交叉状态、互反状态以及循环状态的三大态势,为品牌有效规避色彩设计因素含混不清而导致的产品缺陷及设计成本增加的风险指明了方向。

It is just installing the trend of apparel branding, and the problem of multifarious color design factors and lack of rational guidelines which is many enterprises are facing in product development process. It makes an intensive study which combines with practical brand questionnaire research, and it not only uses of triadic theory, but also leads into apparel color management innovatively. It summaries creatively of triadic theory of apparel color design factors, which are people oriented individual appeal, object oriented dress appeal and substance oriented surroundings appeal. Through analysis of the factors underlying associated systematically and comprehensively, it summaries apparel color management is just installing the principle of IDS. It sums up relationship of IDS with the example of men＇s business apparel, which are intersection, exclusion and cycle, and also solves the problem of empiricism and fanaticism in apparel brand color management through a new and comprehensive perspective, defines directions for apparel brand to avoid product defects and cost increase.