時尚插畫於流行品牌行銷設計應用研究

Abstract

消費者會以消費方式彰顯自己的社會地位，從事購物行為時，為感性多於理性的消費思考，而企業應重視品牌行銷策略，藉由消費者生活型態和消費行為探究，從消費者的角度去思考流行性品牌商品所能帶給他們的體驗價值，切入消費者的需求核心。品牌體驗的累積會影響顧客與品牌之間的關係，而成功的品牌關係會使消費者對品牌產生依戀、成為品牌的宣傳者，以及試圖和品牌產生互動並且和其他人分享品牌體驗。 流行時尚品牌行銷設計規劃中，品牌的成功取決於消費者的認知，而廣告正是塑造品牌認知與品牌個性的工具，同時是消費者對品牌或商品產生體驗的媒介。時下興起的新奢華主義觀念，其核心價值是對時尚品味內涵的覺醒；應用於時尚文化廣告，可激起消費者對品牌文化的創造性價值體驗的主動性等，而產生消費行為。廣告設計緊跟著潮流走，並演繹著時尚的流變：時尚插畫是用視覺符號方式表達思想感情的媒介，並用圖形情境反映自己的記憶和認知。而當時尚插畫的技術發展趨成熟的今日，廣告宣傳品達到飽和，在激烈的競爭態勢下，把信息的傳達程式化和簡單化，而更易於引起消費者的觀注。 研究顯示大多數和時裝設計領域相關的學生和專業人士喜歡時尚插畫更甚於時裝照片，在企業尋求宣傳創新元素之際，時尚插畫不失為一獨具特色及風格的宣傳式。時至今日，插畫雖不能於媒體中取代攝影的地位，但更多時候成為了某種流行價值方向標桿，在創作時結合商業設計中的文化背景，手繪技術及電腦影像的處理並應用，及網際網路等多媒體的創作中，必會創造時尚插畫更有價值的創意空間。Consumers will manifest and show their own social status by consuming behavior. During the purchasing、the consuming behavior is more susceptible than sensible. Therefore、the enterprises should pay attention to the marketing strategy of their brands. By probing into consumer's lifestyle and consuming behavior、standing on customer’s place to think over the experience value of the fashion brand、the enterprises can fit exactly to the customer’s core demand. Accumulation of brand experience will affect the relation between customers and the brand. Successful brand relation will make consumers be attached to the brand、becoming propagandist of the brand. They attempt to interact with the brand and share brand experience with other people. In marketing planning、the success in fashion brand depends on consumers' cognition. And advertisement is exactly the tool to carve brand cognition and individual character. It is also the media for customers to experience the brand or products. Nowadays the raising concept of Re-Luxe、which key value is to awake the inner meaning of the fashion、can be applied to fashion cultural advertisement. It can arouse consumers』 creative value and active experience to brand culture、and produced the consuming behavior. Advertisement design follows trend closely、and demonstrates the changing of fashion. The fashion illustrations are media to express the thoughts and feelings through the visual signs、and reflect one's own memory and cognition with the situation of the figure. As the technical development of the fashion illustration gets ripe in modern time、advertising information reaches the full load. Under the fierce competition、how to make the information transmit systematically and simply will attract more consumers' attention. Research shows most students and professionals that correlated with fashion design field like fashion illustrations far more than the fashion photograph. At the time of seeking to advertising innovative element in enterprises、the fashion illustrations can yet be regarded as the advertising type of showing unique characteristics and style. Even to this day、although artistic illustration can't replace the position of photography in the media、it still becomes the index of certain popular value at most time. While creating the commercial design、combined with culture background、hand paint treatment、computer image process and application、Internet、and the multimedia etc.、fashion illustrations certainly will create more valuable originality space.