基于地域色彩观的爱马仕色彩设计战略研究

Hermès Color Design Strategy Based on Regional Color View

目的随着商品经济的发展,品牌色彩形象成为商品营销的重要构成部分。作为一种营销策略,商品品牌色彩的研究越来越趋于专业化,模式化的色彩品牌战略不能适应不同地区人们的文化需求。将地域色彩观与品牌设计相结合,能够打造出具有地域化、情感化特征的色彩品牌形象,展示出该品牌的独特性,并获得特定地域内销售对象的情感认同。方法基于日本PCCS表色系统的剖析方法,以日本市场的爱马仕橱窗色彩设计分析为例,结合日本消费者的色彩审美偏好,剖析爱马仕品牌如何针对日本消费者进行橱窗色彩设计。结论指出了爱马仕橱窗设计中色彩品牌战略的表象层、情感层和战略层的色彩品牌框架,从而建立了一种基于东方色彩审美的色彩品牌战略结构模型。通过对典型品牌案例色彩品牌战略构建的分析,以期为色彩设计同行提供有益的参考。

With the development of commodity economy,brand color image has become an important part of commodity marketing.As a marketing strategy,the commodity brand color tends to be more and more specialized,and the modeled color brand strategy cannot meet the cultural needs of people in different regions.Combining regional color concept with brand design can create a color brand image with emotional and regional characteristics,so that the brand can show the unique characteristics,and get the emotional recognition of sales objects in a specific region.Based on the analysis method of PCCS color system in Japan,the Hermès window color design in Japanese market was taken as the analysis case and how Hermès brand carried out window color design for Japanese consumers was investigated in combination with the color preference of Japanese consumers.The color brand framework consisting of the presentation layer,emotion layer and strategy layer is pointed out in Hermès window design,thus establishing a color brand strategic structure model based on oriental color aesthetics.The analysis on color brand strategy construction of typical brand cases is expected to provide a useful reference for color design peers.