产品视觉风格是传达品牌理念,引导消费者认知品牌并接纳品牌的重要因素。本文以市场反响良好的设计师品牌“例外”为案例,分析影响其产品视觉风格的深层文化原因,归纳其产品设计元素的特点。在本土设计师品牌快速成长的今天,对“例外”产品视觉风格的分析研究,能够为有志于创建本土服装设计师品牌发扬民族传统文化的服装企业提供实践依据。 Product visual style is to convey the brand concept, to guide consumers to recognize the brand and accept the brand an important factor. In this paper, we take the brand “exceptional”, which is a good brand in the market, as an example to analyze the deep cultural reasons that affect the visual style of products and summarize the characteristics of its product design elements. With the rapid development of local designer brands, the analysis of the visual style of “exceptional” products can provide a practical basis for apparel enterprises interested in creating a national fashion designer brand and promoting traditional ethnic culture.