| 摘要: |
| 目的 研究运动服饰品牌的包装平面设计的色彩和造型规律。 方法 从视觉传达基本原理出发，研究运动服饰的品牌效应，透过包装设计这一品牌载体，分析我国运动服饰品牌发展现状， 总结包装平面设计色彩造型规律。 结论 基于包装视觉传达原理和品牌包装效应，在品牌包装的色彩、文字、图案 3 个方面得出了我国现代运动服装品牌的特殊规律：在色彩方面运动服饰品牌以红蓝设计为主，其中 CMYK 色值比突出 1～2 个色彩，更能体现品牌生命力；在图案造型方面以简洁的符号体现运动精神的简约特点，可以最大限度传达企业品牌形象；在文字设计方面遵从标志设计原则，以简洁易读为主要特征。 |
| 关键词: 包装 视觉传达设计 服装品牌 运动服装 |
| DOI： |
| 分类号:TB482； J511 |
| 基金项目: |
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| Color and Shape of Sports Apparel Brand Packaging Graphic Design |
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REN Bei
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Chongqing Technology and Business University, Chongqing 400067, China
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| Abstract: |
| It aims to study the color and shape of the packaging graphic design of sportswear brand. From the basic principles of visual communication, it studies the sports apparel brand effects. Through the packaging design of this brand carrier, it analyzes the status quo of China's sports apparel brand development, sums up the law of packaging graphic design color. Based on the principle of packaging visual communication and brand packaging effect, it obtains the special law of modern sports clothing brand in three aspects: color, character and pattern. Sports apparel brand is of the red and blue color design, in which the CMYK color value is more than 1 to 2 colors, more can reflect the vitality of the brand. Pattern modeling: a concise symbol to reflect the movement of the spirit of the simple characteristics, can maximize the transmission of corporate brand image. Character design, logo design principles, should comply with the text readable as the main feature. |
| Key words: packaging visual communication design clothing brand sport clothes |
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