Research On The Design Of Chinese Game Co-branded Sports And Leisure Clothing Based On Transmedia Storytelling

Chinese game co-branded sports and leisure clothing refers to the cross-border collaboration,joint design,and integration of the characteristics of Chinese electronic games and clothing brands.The joint branding of the two not only brings economic benefits,but also promotes the dissemination of brand culture.In order to enhance the aesthetics of Chinese game co-branded clothing,enrich its design techniques,broaden design ideas,and meet the personalized needs of game users and clothing consumers for game co-branded clothing,this project takes over 600 Chinese game co-branded sports and leisure clothing as the research object,and uses a combination of literature analysis and case studies to analyze the reasons for the emergence and development process of Chinese game co-branded sports and leisure clothing,Summarize the design characteristics of Chinese game co-branded sports and leisure clothing in terms of style,fabric,color,pattern,etc.Using interdisciplinary research methods,analyze the correlation between transmedia storytelling and Chinese game co-branded clothing design,and analyze the compatibility between transmedia storytelling and Chinese game co-branded clothing in basic concepts,marketing methods,product development,and other aspects.Based on the theory of transmedia storytelling,this study explores the design path of Chinese game co-branded clothing,and establishes an overall path of establishing co-branded,negotiating positioning,designing clothing,and putting it into sales.Select representative market cases for analysis,study the implementation plans for each stage of the clothing design path based on transmedia storytelling,and verify the feasibility of transmedia storytelling guiding the game co-branded clothing design path.Using transmedia storytelling to explore game co-branded clothing design methods,Chinese game co-branded sports and leisure clothing design methods are divided into direct style,metaphorical style,and comprehensive style.The direct style design method is divided into reference application of styling and artistic processing of images.The metaphorical design method is divided into the integration of element connotation correlation and impression reference,Explore the design methods applicable to co-branded clothing in different theme games: refer to co-branded clothing design suitable for animal themed games for styling reference;Image art processing is the most commonly used design method in game co-branded clothing,suitable for most game themed co-branded clothing;The artistic style of games with military themes,traditional Chinese themes,future technology themes,and Japanese and wind themes is very distinct,suitable for the design method of integrating impressions and references;The design method of element connotation association is more applied in combination with other design methods.Divide game elements into visual and non-visual elements,and explore the application of game elements in clothing styles,fabrics,colors,and patterns,including clothing style design that draws on game element modeling,clothing fabric design that draws on game art style,clothing color matching design that draws on game element colors,and clothing pattern design that draws on game element appearances.Integrating the research theory into the practice of clothing graduation design,selecting popular clothing design elements through market research,establishing a virtual personal clothing brand and cross-border collaboration with the Chinese game " Arknights ".Based on the research’s design path,design methods,and application methods,creating two series of game co-branded clothing,narrating game stories and showcasing the characteristics of clothing media through clothing design,From a new perspective,enrich the design methods of Chinese game co-branded clothing,improve the narrative of co-branded clothing,strengthen the connection between games and clothing,promote the integration of reality and virtual,and enrich the diverse expression of game co-branded clothing design from the perspective of transmedia storytelling.