以完形理論觀察與實踐博物館圖像行銷之研究—以國立科學工藝博物館為例

Abstract

博物館肩承文物之蒐藏與研究、維護保存等任務，並策劃相關主題之展示，而為了開發觀眾、服務觀眾，博物館行銷(Museum Marketing)成為營運過程中的一種策略運用，然而21世紀博物館進入觀看、感知的「讀圖時代」，關鍵性圖像所表述及傳達的意涵，勝過千言萬語。

完形理論是藝術心理學裡重要的一支，也是研究藝術創作與藝術欣賞過程的心理學分支學科，完形理論教導一個視覺傳播者如何結合圖像的基本元素，成為有意義的整體。本研究以完形理論為基底，以國立科學工藝博物館為案例，探討其有計畫運用圖文整合，以圖像做為博物館行銷的主力工具。

本研究內容以完形理論的觀點，企圖揭示博物館產銷圖像藉以傳播科技新知的完整過程，其間援引之圖像，涵蓋攝影、繪圖、線條等，均為實績驗證，技法剖析，娓娓道來，這其中其實隱喻了博物館善用行銷的眾多策略思惟。博物館是國民美感素養的孵育地，圖像行銷本身就是以圖像做為觸媒，提昇全體閱聽人的視覺素養，經由感知，汲取科普新訊。

本研究從觀察的初探階段，檢視歷來「知其然而不知所以然」的公務與行銷圖像、透過理論的基礎，到達計劃攝影的實踐階段，「知其所以然」，輔以研究發現所援引研究者大量創作是為圖例，應驗在職工作裡的心領神會及「決定性瞬間」的快門美學，相輔相成，閱讀圖像的弦外之音，有助於日後博物館圖像行銷更多樣化層次的提升與精進。Museums are responsible for the collecting, researching and preservation of cultural and historical relics, as well as holding exhibitions on relevant topics. In order to attract more visitors, to serve them, and to maintain connections with them, museum marketing has become a strategy in the managing process. With the advent of the 21st century, however, viewing and sensing experience has entered the era of "Reading Images", in which meanings expressed and conveyed via key images worth more than thousands of words.

Gestalt theory (also known as Gestalt psychology) is not only an important school in the psychology of art, but also a branch of psychology concerning the study of the creation of art and the process of art appreciation. Gestalt theory teaches an image communicator how to mix basic visual elements into a meaningful whole. This study is based on Gestalt Theory and selects National Science and Technology Museum (hereinafter referred to as NSTM), which is under the jurisdiction of the Ministry of Education Lifelong Education Department, as an example, and explores its plan of making use of the integration of graphics and texts, which makes images as the museum's main marketing tool.

This study attempts to reveal from Gestalt Theory’s point of view the whole process of communicating the advances in scientific and technological knowledge via the museum’s production of self-made images and image marketing. The images involved include photography, graphics, lines, etc., all of which are analysed in detail in terms of the techniques involved, which suggests that the museum could utilize many strategic ways of thinking in doing maketing. Museums are the breeding ground of citizen’s ascetic literacy, and image marketing is to make images as a catalyst of promoting the visual appreciating capacity of the viewers. In short, it is acquiring new knowledge in popular science through sense experience.

This study begins with the observations of the preliminary stage of image marketing, which is often marked by "knowing how without knowing why." Through the use of basic theory and practice it gradually reaches the stage of planning of photography.Reading the concealed messages of images, which helps the museum to improve its image marketing in multiple ways.