观众消费行为引导的博物馆文创产品设计趋势

The Design Trend of Museum Cultural and Creative Products Guided by Visitors’Consumption Behavior

观众是博物馆文创产品的潜在消费者。本文结合相关调研数据,分析博物馆观众构成的实际情况,研究不同观众群体对博物馆文创产品的关注点,从观念、需求、动机等角度阐述消费观念对文创设计工作的影响。通过分析观众消费行为,总结文创产品设计的细分化发展趋势,提出博物馆文创产品具有定制设计的性质,需要科学地划分消费群体,以群体特征为依据制定相应的设计策略。

Visitors are potential consumers of museum cultural and creative products.Based on the research data of the composition of museum visitors,the author makes a study on the different focuses on cultural and creative products by different museum visitor groups and expounds the influence of consumption concepts on cultural and creative design from perspectives of concepts,demands and motivations.Through the analysis of the visitors’consumption behavior,the paper makes a summary of the subdivision trend of cultural and creative design.Then the author puts forward the nature of“customized”design of museum cultural and creative products.So it is necessary to divide the consumer groups scientifically and formulate corresponding design strategies based on the characteristics of different groups.