| abstract |
| Background This study was initiated to comprehensively analyze the design types of exhibition posters used in major art museums in Korea and their resulting visual communication effects. By examining existing theories on museum exhibition posters and applying contemporary communication models, the research aims to offer an in-depth understanding of how poster designs influence audience perception and response. Ultimately, the goal is to assist museums in developing more effective promotional strategies and to maximize the value of exhibition posters within the cultural and artistic sectors.
Methods The research methods first redefined the concepts and purposes of exhibition posters in major domestic art museums, drawing on previous studies to classify poster designs into four types―Image-focused, Image-linked, Typography-focused, and Image-mixed. Subsequently, 296 posters from 30 major art museums, selected based on data from the Ministry of Culture, Sports, and Tourism, were analyzed to examine regional and exhibition-type usage patterns and distribution, thereby clarifying the contexts in which each design type is primarily employed. Additionally, a survey of 200 visitors was conducted to gather both quantitative data on how each poster type is perceived in terms of visibility, attention, memorability, formativeness, accuracy, and contemporariness. Finally, statistical analyses were carried out on the collected data to systematically verify the distinct effects and characteristics of the four design types, culminating in a comprehensive understanding of how exhibition poster design influences audience response and its broader visual communication implications.
Result The analysis showed that Image-focused posters accounted for the highest proportion at 29.73%, followed by Typography-focused (25.68%), Image-linked (23.99%), and Image-mixed (20.61%). A regional comparison indicated notably active cultural activities and exhibition promotions in Seoul and Jeonbuk, reflected by their high usage of exhibition posters. When examined according to exhibition format, Image-focused and Image-linked designs were particularly prevalent in solo exhibitions aiming to convey the curatorial intent in a straightforward manner, whereas Typography-focused and Image-mixed posters were favored in group exhibitions where effective information delivery was essential. A subsequent survey of 200 visitors revealed that Image-focused posters received strong ratings in visibility, attention, memorability, and formativeness, while Typography-focused designs were recognized for their structurally arranged text and clarity of message. Image-linked posters demonstrated notable strengths in contemporariness, owing to their ability to incorporate complex messages reflecting broader cultural or temporal contexts. Collectively, these findings suggest that aligning each design type’s unique characteristics with the specific objectives of an exhibition can significantly enhance visual communication outcomes.
Conclusion This study provides essential insights into how different exhibition poster design types can influence audience response and enhance visual communication in major domestic art museums. The findings underscore the importance of aligning poster design choices with exhibition objectives, target audiences, and regional cultural characteristics. Moreover, the growing impact and value of poster design in the cultural and arts sectors is highlighted, suggesting the need for further research into more detailed design guidelines and continued empirical validation. |
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| Key Words |
| 전시 포스터, 시각 커뮤니케이션, 수용자 반응, Exhibition Posters, Visual Communication, Audience Response |
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