台北當代藝術館展覽門票設計之研究

本研究探討台北當代藝術館之展覽門票設計，藉由深入訪談探究館方設計之發想與執行方式，並蒐集其歷年之展覽門票，整理及歸納出此設計行為之獨特性，創造平面文宣品之多元發展，進而增加民眾對於藝文活動的期待與參與。為了達到研究目的，本研究透過文獻的整理及蒐集，了解當代館過去與現在的發展狀況，並實施問卷調查與深入訪談，蒐集來館民眾對於當代館的展覽門票設計看法與喜愛程度，以及館方在門票設計上所使用的行銷方式與實際做法。透過實證研究得知，創意設計之門票對於參觀意願有正向顯著影響，觀眾對當代館的門票具有一定程度的信任及蒐集的需求。雖然門票設計並非館方重要的服務項目，但為觀眾帶來良好的展覽視覺及印刷呈現，也會產生正面的影響。除此之外，當代館觀眾關注的門票部分多為設計風格及外觀造型，因此對具有互動性的門票設計有較高的評價，也對於可以動手操作參與的門票表現出認同感。以往相關論文的研究多為館方本身經營制度、行銷方式、展覽策略等，較少以其文宣品進行探究與討論，未來可以針對其他國內外藝文空間是否製作紙本以外的門票或其門票設計發展情況著手。

關鍵字

台北當代藝術館；展覽；門票；設計

並列摘要

The study discussed exhibition tickets design of the Museum of Contemporary Art, Taipei (MOCA). By researching the ideas and executive ways of MOCA, also collecting the exhibition tickets over the years to arrange and generalize the uniqueness of the behavior, creating the diverse development of marketing materials to increase expect and participation of culture events for the public. To achieve the purpose of research, the study search and collect documents, understanding the developing situation in past and present, also conducted survey and interview to gather people point of view and preference degree about tickets. Through the result we can know that tickets with creative design have significantly positive effect on visit volition. On the other hand, audiences also have confidence and need to a certain extent. Though the ticket design isn’t the important service item in MOCA, offering good exhibition visual effect and printing display makes positive influence. Besides, audiences pay close attention to the style and appearance on tickets. The one with interactive function got highly evaluation, in the meanwhile, people showed identification on handson instruction. Researches in past usually focus on the management system, marketing ways, exhibition project of the museum and less discuss on marketing materials. In the future, people can put emphasis on other art institutions in domestic and foreign about the display of their innovative tickets.