A Study On Museum Brand Image Design Based On Narrative

Since the 21 st century,the brand image of more and more small and medium-sized museums in China is gradually developing and building.As an important vehicle for the transmission and development of social civilisation,museums not only promote the excellent traditional culture of the nation,but also promote sustainable economic and social development.Narrative is a way of conveying the brand concept,in which stories are interwoven,making it more efficient as a unique cultural symbol to reach a more efficient communication.Narrative focuses more on the expression of content and meaning in design,putting the focus on the act and process of interpreting the story of the design work.In view of this,this paper attempts to introduce the narrative framework in narratology into the construction of museum brand images,and uses the Anqing Museum as an example for design practice.The paper is divided into six parts: the first two parts introduce the background,purpose and significance of the study,and use literature analysis to sort out the relevant concepts and theoretical foundations about brand image and narrative design.It also introduces how narrative can be introduced into museum brand image design.The third section summarises the manifestations of narrative in museum brand identity design from both the explicit and implicit levels.The fourth section analyses the narrative strategy of museum branding design,discussing museum brand narratives in three different dimensions: "public-centred brand narratives,interactive narratives combined with new media,and scenario narratives based on traditional culture".The design of the brand narrative is summarised as follows: "Identify core values and grasp narrative themes;design core elements and build narrative frameworks;generate interesting stories and create narrative situations." The fifth section applies the results of the previous discussion to the design practice based on the field research.The final section concludes and looks forward,with a view to better promoting the prosperity and development of the museum cultural industry.Through field research,literature research and case studies,the article analyses the three stages of design: "expression,narrative strategy and practical exploration",and compares the application cases of narrative design of museum brand image at home and abroad,bringing new entry points and design thinking to museum brand research and giving full play to the role of narrative in brand image design.It also brings new entry points and design thinking to museum branding research,and gives full play to the role of narrative in brand image design.