Research On Brand Visual Image Design Of Shandong Museum Based On Brand Personality Theory

Museums are the landmarks of a city and the main carriers of cultural communication,inheritance,and development.Shaping a good visual brand image of museums is conducive to promoting national spirit,disseminating excellent traditional Chinese culture,serving the national cultural strategy,reflecting its historical,cultural,and social values.It will also play a positive promoting role in improving the visibility of museums,enhancing their core competitiveness,and promoting the sustainable development of cultural and museum undertakings.This article takes Shandong Museum as the research object and introduces the theory of brand personality into the study of museum brand visual image.Using the research results at home and abroad for reference,using questionnaire survey and other research methods,collecting data in combination with the Likert scale,and analyzing the data results with SPSS software,it is concluded that the scale has good reliability and validity,and has constructed a brand personality dimension scale suitable for the visual image of museum brands,including four dimensions and 20 measurement items,namely,"Sage and Access","Benevolent and Powerful","Sagacity and Sagacity",and "Elegant".Based on the brand personality dimension scale and combined with field research,the brand personality of the visual image of Shandong Museum was analyzed and evaluated.It was clarified that the brand personality of the visual image of Shandong Museum projected by the audience group is characterized by "friendly","calm","majestic",etc.However,the current brand visual image of Shandong Museum does not fit well with the brand personality projected by the audience group,And the audience has high expectations for the redesign of the visual image of the Shandong Museum brand.To this end,the brand personality projected by the audience will be applied to the brand visual image design practice of Shandong Museum,and the brand visual image of Shandong Museum will be redesigned.The basic system redesign includes the design of Shandong Museum’s brand logo,standard font,auxiliary graphics,and other components;The redesign of the application system includes the design of office supplies,clothing and transportation,signage,publicity,and derivatives.The redesigned plan was evaluated by the same group of respondents before,and the results showed a significant improvement in the scores of each measurement item,indicating that the brand visual image design plan significantly improved the satisfaction of the audience.The study of brand personality dimensions has both theoretical and practical significance for museum brand construction.The establishment of a brand visual image scale helps to further clarify the brand personality dimensions of museums,and based on this,measures,analyzes,evaluates,and designs personalized designs.Against the backdrop of brand personalization and emotional consumption becoming new fashion,it enhances the cultural dissemination and competitiveness of museums,and promotes high-quality and sustainable development of the museum industry.