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| Interactive Meaning |
BM Homepage |
NMC Homepage |
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| Contact |
Demand |
buttons with contrastive colors to guide visitors; imperative sentences to give instructions |
buttons of booking visits (for visitors) or applying for holding exhibitions (for organizations) |
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| Offer |
photos of relics; introductory texts with photos |
photos of relics; photos of activities; announcements, news, notices |
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| Demand & Offer |
virtual tours; folding menu & social media icons, leading to dynamic interaction |
3D exhibit display; QR codes of social media or APPs, expanding the interaction |
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| Distance |
Close |
user-guides or campaign promotions in close-up, enhancing affinity |
smiling characters in educational activities, attracting family audiences & shortening psychological distance |
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| Social |
pictures of exhibits & exhibitions using medium-long shot |
photos of relics & posters of exhibitions at social distance |
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| Impersonal |
supplementary information |
sections of news & academic research |
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| Perspective |
Horizontal |
Frontal |
exploring collections & museum shops |
photos of exhibits, exhibition posters, creative art works |
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| Oblique |
cooperative projects, online & offline visits |
social communication, international connections |
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| Vertical |
High angle |
viewing visitors from above, showing the grandness of the museum |
photos of communicative activities & processes of making cultural products, taken from the high angle, providing an overview |
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| Eyelevel |
main images taken at eye level, implying an equal relationship |
photos of exhibits taken at eye level angle, reflecting the equal audience-relics dialogue |
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| Low angle |
majestic architectural dome taken at low angle, emphasizing the grandeur of the building |
magnificent facade of museum photographed from the low angle, symbolizing the authority of the national culture |
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| Modality |
High |
pictures against black/white color, foreground with high color saturation |
main colors (red, gold & white) reinforcing the national symbol color, with high color saturation enhancing credibility & solemnity |
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| Low |
museum building as background, greyish blue; promotional content using bright colors to lower modality & appeal to family visitors |
bright colors (such as light blue & orange) used in children’s zones or temporary exhibitions to reduce seriousness & attract young audience |
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