Research On Museum Brand's Visual Communication Pattern

In the context of tremendous development of the information technology and globalization,China's museum industry has been expanding substantially and becoming increasingly competitive.While some of them have grown to become super brand,others have been struggling for survival in this diversified and two-polar world.Now,the evolution of medium technology has erased the limit in both time and space —— live stream has reduced time-delay to nearly zero,while the use of smart cell phone has cleared the space between people.It is highly likely the invention of 5G and the popularization of internet of things will further erode the broadcasting monopoly that the traditional medias have been blessed with.In this era where each individual is a medium,each person can be a performer or an audience,and it's also an era where the spectrum of the world has never been more impressive while people's power to get exposed to things has never been greater.It is both an opportunity and a challenge for museums: they are in a position to connect more closely with the public while reflecting on how to be a winner in this campaign for attention and stand out spectacularly.Amid the vast ocean of information,the one way out for museums is to integrate museum brands' visual communication: the interaction of image and text regarding the visual commuincation of the museum brands facilitate the making of an information super highway which enables the museums to radiate their message from the inside in order to present a unified museum brand image,so that they can better connect to and interact with the public.After reviewing,I come to the conclusion that the museums are highly ignorant of the need to build their own brands,offering products that are basically the same and relying too much on visual marketing and sales and that their texts are sometimes elusive.Besides,the audience are not sophisticated enough to consume sensibly.In fact,museums play a significant role socially,have a mission to educate and are indispensible to the public,so it's necessary for them to construct a decent visual communication pattern.As inspired by the scientific System Theory that the whole unit is bigger than the sum of its parts,this thesis,in the perspective of brand communication,goes beyond the traditional approach that focuses on partial communication,and,while exploring the possibility of combining visual communication and branding communication,reconstructs the integrated communication model of muesum branding from a new angel.In the meantime,this thesis illustrates in detail the integrated visual communication model and offers a communication strategy for muesum branding and tactical solutions.Also,supported by the two-dimension offense,namely the communication strategy and tactical approach,this thesis helps the muesums to cast its image on the point of contact and to connect the muesums with the public,making them a loyal audience,so that those muesums that wins the most eyeballs stand out while enabling the public to witness and,hopefully,get actively involved in the muesum industry to pass down the classic culture.