| abstract |
| Background In today's society where digital technology is rapidly changing and developing, people's interest in culture is also growing gradually while our life is getting more abundant. Lee, T. R., & Choi, S. J. advocates that the museum has gradually developed from the viewing only function of collecting, preserving and displaying cultural relics to diversified functions such as experience education, cultural promotion, service, and improvement of regional image(2014, p.547). This study takes museum identity as the research object. Systematic and scientific methods are used to understand how college students perceive flexible brand identity and what flexible design elements they are most concerned about in the development of museum identity.
Methods 35 college students conducted on-site investigations using the Q method. The data results were coded and analyzed by QUANL PC statistical software.
Result The results of the analysis were divided into 4 types: differentiation-oriented (Type 1); esthetic-oriented (Type 2); variability-oriented (Type 3); and emphasized-totality (Type 4).
Conclusion The analysis results that College students hold a negative attitude towards the immutable and the lack of interesting brands. They think importantly of the uniqueness of the regional culture of the museums and pursue differentiation. While pursuing differentiation, they also paid attention to the harmony of color, form and other design elements. Under the trend of minimalist life, college students also pay more attention to the simplicity of the brand identity. |
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| Key Words |
| Q methology, Flexible identity, Museum brand |
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