【作者】 李婷婷；

【导师】 何方；

【作者基本信息】 武汉理工大学 ， 设计学， 2019， 硕士

【摘要】 本文具体阐述了在消费社会中极简主义风格的表现,其中着重探析了极简主义风格在服装品牌视觉设计中的表现,探究了消费社会、极简主义与服装品牌视觉设计三者之间的联系。通过对消费社会中消费者及服装市场的分析,阐述了消费者呈现分众趋势及服装行业出现小众化品牌的现象。进而论述了部分消费者会喜爱极简主义风格、部分服装品牌会塑造极简视觉的原因。结合服装品牌极简视觉的案例,分析总结得出了服装品牌视觉极简呈现的特征,并提出了服装品牌视觉极简可采用的设计方法。通过具体的服装品牌视觉设计,证明了所提出的设计方法具有一定的指导意义。进而,实现对本课题的深入研究。本文主要分为五个部分。第一部分是绪论,阐述了课题研究的背景、内容、目的、意义、国内外研究现状、方法、创新点和思路框架。第二部分是相关理论概述,分别阐述了消费社会和极简主义的定义、产生与发展、特征,以及服装品牌视觉设计。第三部分是消费社会中极简主义风格的表现。首先分析了社会不断发展对消费者产生的影响,说明了消费者呈现分众趋势,并且对商品有更多的需求;其次论述了消费社会中极简主义风格对消费者的作用(满足了部分消费者自我实现需求、对简单生活方式的追求以及审美需求);然后分析说明了消费社会使极简主义风格应用领域更广阔、视觉形态更多样。最后单独阐述了极简主义风格在服装品牌视觉中的表现,为进一步研究本课题奠定基础。第四部分是消费社会中服装品牌视觉极简设计。首先简要分析了服装行业不断发展,小众化服装品牌随之出现;其次阐述了为满足不同消费者的需求,服装风格越发多样;紧接着论述了部分消费者喜爱极简主义风格服装,部分服装品牌秉承极简理念,以满足目标消费者的需求。然后结合服装品牌视觉极简案例,分析总结得出了服装品牌视觉极简呈现的五个特征:简约、中性、自然、个性、时尚;最后提出了服装品牌进行视觉极简的六个设计方法:简洁直观的文字设计、少即是多的图形设计、以一当十的色彩设计、简洁巧妙的版式空间设计、以简化繁的外形结构设计、以少胜多的面料与工艺设计。第五部分是设计实践——“那一(NAYI)”服装品牌视觉设计。更多还原

【Abstract】 This paper elaborates on the performance of minimalist style in the consumer society,which focuses on the performance of minimalist style in the visual design of clothing brands,and explores the relationship between consumer society,minimalism and visual design of clothing brands.contact.Through the analysis of consumers and clothing market in the consumer society,it expounds the phenomenon that consumers show the trend of focusing and the emergence of niche brands in the clothing industry.Then it discusses the reasons why some consumers will like the minimalist style and some clothing brands will create minimalist vision.Combined with the case of the minimalist vision of the clothing brand,the paper summarizes and draws the characteristics of the minimalist appearance of the clothing brand,and proposes the design method that the clothing brand can be minimally visualized.Through the specific visual design of clothing brand,it proves that the proposed design method has certain guiding significance.Furthermore,an in-depth study of this topic is realized.This article is divided into five parts.The first part is the introduction,expounding the background,content,purpose,significance,research status,methods,innovations and ideas of the research.The second part is an overview of relevant theories,which respectively expounds the definition,production and development,characteristics of consumer society and minimalism,and the visual design of clothing brands.The third part is the performance of the minimalist style in the consumer society.Firstly,it analyzes the impact of the continuous development of society on consumers,shows that consumers show the trend of focusing,and has more demand for goods.Secondly,it discusses the role of minimalism in consumers in consumer society(satisfying part of consumption)Self-fulfilling needs,the pursuit of simple lifestyles and aesthetic needs);then the analysis shows that the consumer society makes the application of minimalist styles more broad and visually diverse.Finally,the performance of minimalist style in the visual of clothing brand is elaborated separately,which lays a foundation for further research on this topic.The fourth part is the minimalist design of the clothing brand in the consumer society.Firstly,it briefly analyzes the continuous development of the clothing industry,and the emergence of niche clothing brands.Secondly,it explains that the clothing style is more and more diverse to meet the needs of different consumers.Then some consumers prefer minimalist style clothing and some clothing.The brand adheres to the minimalist concept to meet the needs of target consumers.Then combined with the minimalist case of clothing brand,the paper analyzes and concludes five characteristics of the minimalist appearance of clothing brand: simple,neutral,natural,individual and fashion.Finally,six design methods for visually minimalizing clothing brands are proposed.: Concise and intuitive text design,less is more graphic design,with a ten-color design,simple and clever layout space design,to simplify the complex shape structure design,to win less fabric and process design.The fifth part is the design practice-"NAYI" clothing brand visual design.更多还原