The Application And Research Of Marine Bionic Elements In Brand Design Of Children’s Clothing

With current globalization trends, improved household income, rising life quality and the influence of foreign culture, the needs for children’s wear migrates from only stay in practical terms and durable requirements to the new requirements of fashion and more value-added features. In addition, adult clothing brands have gradually penetrated into the children’s wear market. Along with the use of a batch of cartoons and cartoon images, the monotony of design culture and the server "copycat" phenomenon in color and graphical design bring visual fatigue on children’s clothing brand image to consumers. Influx of foreign brands initiates a signaticant impact on local children’s clothing brand, and bring impacts and challenges to the domestic clothing market. Therefore, future Chinese clothing market demand local brands to design based on the economy and durability, categorize the children’s clothing market, aim for an accurate position, and integrate the fashion and trendy elements to improve the competitiveness and market share.This paper adopts marine bionic elements as a background to study children’s clothing brand image. By studying the "color","shape","structure","texture" and other characteristics of natural environment marine organisms, and connecting with consumer psychology for children’s groups and aesthetical requirements. This paper extracts visual elements that can be applied to the design of children’s clothing brand. These elements are then selected, analysed and simplified and merged with personal ideas, design concepts and other factors together to make a better application of the marine biomimetic design in children’s clothing brand visual design and to effectively popularize such design. On the one hand, we should encourage children’s imagination of natural environment and create a good visual atmosphere for children to help them in physical and mental development. On the other hand, in the condition of information flooding and distraction, it helps enterprises to form brand image among consumers quickly and accurately and enhance market competitiveness. This paper also provides a referencefor the children’s clothing enterprises.