“互联网+”背景下网络原创品牌的视觉形象设计研究--以女装品牌“素缕”为例

摘要

The age of Internet plus has impelled more and more traditional enterprises and trades to devote into Internet industry,bringing a great shock on online original brand. How to establish the visual brand image by online digital media and to effectively convey the brand culture for immediate consumer recognition appear to be a key to the development of the online original brand. Taking Soulline as an example,this paper analyzes the visual image design of the online original brand under the background of Internet Plus from three aspects as follow: the visualization of brand culture,the systematization of visual elements and the diversification of interactive experience. It also discussesthe deficiencies in online original brand and gives correspondingcountermeasures.%“互联网+”的时代促使越来越多的传统企业和领域进军网络，给源生于互联网的网络原创品牌带来不少冲击。如何运用网络数字媒体建立起品牌的视觉形象，有效传达品牌的文化理念，达到消费者的快速认同，成为网络原创品牌发展的关键。以网络原创女装品牌“素缕”为例，通过品牌文化理念可视化、视觉要素系统化、交互体验多样化这3个方面，分析了“互联网+”背景下网络原创品牌的视觉形象设计，并针对网络原创品牌存在的问题提出了改善方案。