Research On Exhibition Design Of Urban Theme Festival Based On Association Principle

With the development of Internet enterprises and the government’s support for urban cultural consumption,the urban theme festivals and exhibitions came into being.The festival marketing event to build the brand gene attracts users’ attention to participate in the original content,and guides users to record a better life,which has also become the hot cultural consumption nowadays.This research is mainly aimed at innovative research on the exhibition design of urban theme festival,so as to improve the subdivision system of exhibition theory,and also provide theoretical guidance for the design methods and principles of urban theme festival exhibition.The author divides the article into six parts.The first part firstly analyzes the background and current situation of the urban theme section,and describes its research purpose,significance and innovation points.The second part explains the definition and theoretical basis of the concepts related to urban theme festival,exhibition design and joint principle.Through the commonality of these art categories,combined with their development characteristics and thinking mode of effective information transmission,the concept of joint design is proposed for urban theme festival exhibition.In the third part,through the form of market research and interview,through the two-way research of planners and audiences,the market development of urban theme festival presentation and audience needs are obtained.The fourth part is to further prove the universality and diversity of the application of the joint principle in the exhibition design of urban theme festival by combining four cases.The fifth part summarizes the specific methods of applying the joint principle to the research of exhibition design strategy of urban theme festival;The sixth part uses deconstruction and reorganization design techniques to integrate the joint principles into the actual design project,taking the Urban Life Festival of Douin City in Nanchang as an example,and makes design evaluation,that is,the corresponding theoretical analysis of the above chapters.The design practice shows that the application of the joint principle in the exhibition design of urban theme festivals can provide new ideas and perspectives for related industries and users.The design enlightenment is as follows: clear exhibition subject,maintain the integrity while clearly dividing the primary and secondary focus level;Highly fit the psychological expectations of the audience,maintain the audience stickiness,dig the potential audience;Develop a simplified interaction mechanism to enhance the legibility of visual transmission;Uphold spatial regional functional coherence,improve the effective information transmission rate within the range of moving lines.Hopefully,it can also provide reference for more researchers in this field.