Research On Creative Design Of Chinese Traditional Dragon Pattern In Clothing Brand Image

Chinese traditional dragon pattern,as one of the most ancient totem patterns in China,has distinctive national characteristics and not only represents the development of Chinese traditional culture,it is also a special symbol of our national culture and a typical symbol of national spirit.The artistic value,cultural value and historical value brought by dragon pattern provide more possibilities for the development of society,and it is an important carrier for the development and inheritance of Chinese traditional culture.With the development of the times,consumers’ aesthetic and demand are also enhanced.The design of clothing brand image and style positioning have become one of the important factors that affect purchasing behavior and consumption consciousness.Through practical investigation,the author found that most of the clothing brands in the Chinese market are deeply influenced by Western culture,the image design lacks uniqueness and difference,there are many similarities,and the attention to the local culture of their own brands is not enough,the lack of national culture is a serious problem.In this paper,the dragon pattern as the research object,first combing the development and evolution of China’s traditional Dragon Patterns,dragon patterns in different periods of expression and artistic characteristics were discussed.Through the conversion design method of direct application,structural reorganization,local refinement,exaggeration and deformation,the "meaning","form" and "spirit" of Dragon Design are integrated into the modern design concept,create a new dragon pattern pattern to meet the needs of the Times as a brand image.Secondly,the author takes the apparel brand PROS BY CH as an example,through the analysis of the brand image design problems.Then take the Chinese traditional dragon pattern as the main inspiration element,and use the way of transforming design techniques and combining modern design concepts,to remold the visual image of the young Airs of the States clothing brand with nationality,uniqueness and negative conformity to the aesthetic demand of the Times.The practice case of design research proves that the innovative design of the traditional dragon pattern can enhance the visual image of the brand image,melt into the cultural connotation and national spirit,and create the artistic characteristics of the brand image differentiation and individuation,so that the brand image of clothing as a heritage and carry forward China’s excellent traditional culture of the new carrier.