摘要
随着中国经济的崛起,国货日化品牌面临日益激烈的市场竞争,品牌设计的审美性、文化性及艺术表现力成为核心竞争力。探讨将中国传统纹样应用于国货日化品牌设计的策略与价值。通过分析纹样的文化内涵与分类,结合品牌定位、纹样解构与重组、色彩创新等设计方法,论证传统纹样在提升品牌视觉辨识度、强化文化属性及推动差异化竞争方面的作用。实践表明,传统纹样的现代转译不仅有助于塑造独特的品牌形象,还能促进传统文化的活态传承,实现商业价值与文化价值的双向赋能。
With the rise of China's economy,domestic daily chemical brands are facing increasingly fierce market competition,and the aesthetic appeal,cultural relevance and artistic expression of brand design has become the core competitiveness.This paper explores the strategies and value of applying traditional Chinese patterns to the design of domestic daily chemical brands.By analyzing the cultural connotations and classification of patterns,combined with brand positioning,pattern deconstruction and reorganization,color innovation and other design methods,it demonstrates the role of traditional patterns in improving brand visual recognition,strengthening cultural attributes and promoting differentiated competition.Practice shows that the modern translation of traditional patterns not only helps to shape a unique brand image,but also promotes the living inheritance of traditional culture and realizes the mutual empowerment of commercial value and cultural value.
作者
杨丽
YANG Li(Nanchang Polytechnic University,Nanchang 330500,Jiangxi,China)
出处
《上海包装》
2025年第11期170-172,共3页
Shanghai Packaging
关键词
中国传统纹样
日化品牌
品牌设计
traditional Chinese pattern
daily chemical brand:brand design
