There are a lot of cultural and natural heritages in the museum. How to serve the society and spread these rich resources to the public is the most important means and way of publicity. Facing the multi-level consumer groups, what kind of exhibition can attract the audience and how to get more visitors into the museum are urgent problems for the museum people.

The exhibition theme is close to the audience.

Many viewers put forward the views that "museums are almost the same, one is enough" and "what impact does it have on our lives if we don't watch exhibitions", which shows that the audience needs those distinctive exhibitions that are close to social life from one side. In the past, many exhibitions held by museums gave people the impression that they were for experts, but most people couldn't understand them. To get rid of this situation, the premise is to understand the society, study the public's viewing behavior and psychology, and grasp the public's viewing needs, which is very important for the positioning of the exhibition and one of the decisive factors for the success of the exhibition.

Before designing an exhibition, the museum should first locate the audience and the theme of the exhibition. The first World Chinese Collection Exhibition held by Beijing Capital Museum on September 28th, 20 10 to September 28th, 20119+00 was selected 100 by collectors after social investigation, combined with the current situation of folk collection fever in China and people's concern about antique art. During the exhibition, more than 1000 visitors come every day, and some collectors even come to ten pieces. In order to narrow the distance with the audience, the exhibition designer also specially opened up a cultural relics viewing area and took out controversial collections to contact the audience, so that the audience could personally participate in the cultural relics appraisal while enjoying the exquisite cultural relics. This exhibition is a successful example of the museum integrating social resources, taking them from and serving the society, and giving full play to the social education function of the museum.

The content displayed satisfies the audience.

The work of exhibition design is to express the theme of exhibition and the connotation of exhibits through different means to meet the needs of different levels of audience. The Palace Museum launched "Lanting Exhibition" on September 2 1 1, with the theme of "Lanting culture", aiming at popularizing Lanting culture and benefiting the research of experts and scholars, which not only boosted cultural propaganda, but also provided a rare opportunity for calligraphy lovers and researchers. This exhibition is divided into two exhibition halls. The "Lanting Special Exhibition" exhibited in Wumen is a comprehensive exhibition about Lanting culture, which is close to the needs of ordinary audiences. The special exhibition of Lanting Monument in Yan Xi Palace is more professional, which is convenient for experts and scholars to appreciate and copy. "Lanting Special Exhibition" exhibited 1 10 copies, engravings, paintings, utensils and other cultural relics related to Lanting. In order to make more audiences accept and understand Lanting culture, the designer divided it into four parts: Wang Xizhi's Lanting, Emperor Taizong's Lanting, Qianlong's Lanting and Whose Lanting. Starting with the background of Lanting's emergence, they established its position in the period of Emperor Taizong and reached its peak in Qianlong. Stories, pictures and exhibits are used to tell the love of emperors, literati and ordinary people for Lanting, and through their understanding and sentiment between the lines of Preface to Lanting, the artistic life that has been strong for thousands of years can be traced back. In order to cooperate with the exhibition, the organizer also held a series of activities, such as "Lanting Culture" lecture, China traditional poetry contest and academic seminar. According to the statistics of the Palace Museum, "Lanting Special Exhibition" received a total of 43,299 visitors from June 65438+1 October1to July 7. On a normal day, more than 1000 people visit every day. This exhibition is a successful example of a museum exhibition in terms of theme, content and form design, publicity and promotion.

The exhibition form attracts the audience

Exhibition form is the way for exhibition designers to communicate with the audience. Designers should fully display the charm of exhibits and attract the audience with a strong atmosphere. On September 4th, 2011-1,the "Italian Classic Design Art Exhibition 125" held in China National Museum attracted great attention of fashion, art and jewelry lovers. The exhibition is based on black, starting from the black carpet, bringing the audience into a mysterious black world. Black exhibition walls, black display cabinets, black exhibition tools, black exhibition boards and black exhibition halls make people feel quiet and noble. In the use of lighting, we should pay attention to the use of jewelry exhibits, and make careful arrangements from the aspects of lighting level, light intensity, illumination angle, placement position, light reception, reflection and projection of exhibits. The background of the exhibition frame is dark floral pattern, and the soft background light enhances the three-dimensional sense of the exhibits. In addition to display cabinets, projection TVs and other TVs, the entire exhibition hall is equipped with ambient lighting. The audience walked all the way, leaving only elegant jewels in their minds. Through the interpretation of the classic symbols of Bulgari jewelry, this exhibition truly integrates the design of exhibition form with exhibits, contents and themes by using the layout of environment, the rendering of atmosphere, structure, color, materials and high-tech means, so that visitors can feel and understand the style and development of Italian art design, and at the same time show the aesthetic taste and lifestyle of Italians. This exhibition will bring popular and fashionable display designs to people and let the audience see high-grade display designs with international standards.

In addition, there is another problem that can't be ignored in the exhibition-the writing of exhibition explanatory text. The text description of the exhibition is a bridge between the exhibition and the audience, through which the purpose, content and function of the exhibition can be conveyed to the audience. Many museums pay attention to exquisite cultural relics and advanced display means, but ignore the writing of instruction boards. If you can't do this job well, it is equivalent to the museum pushing the audience out of the door itself.

As a communication platform, the museum lets people know about cultural relics through exhibitions, improves the appreciation level of cultural relics and feels the infinite charm of the culture contained in cultural relics. Only by understanding and satisfying the audience, developing colorful exhibitions, constantly updating the contents and forms of exhibitions and attracting the audience into the museum can the museum play its social education function.