第一章：什么是展览设计 / Chapter 1: What Is Exhibition Design?

你有没有注意过，当你走进一个游乐园时，入口处总会有一个大大 的地图牌？那个地图牌告诉你所有的游乐设施在哪里，还用不同颜色标 注了各种区域——过山车在红色区域，水上乐园在蓝色区域，旋转木马 在黄色区域。你有没有想过，这个看起来简单的地图牌，其实是一个特 殊设计的一部分？它不是随意摆放的，而是有人专门思考过：游客第一 眼应该看到什么？怎样走才能玩到最多的项目？哪条路不会让大家都挤 在一起？这些问题，都是展览设计的一部分。

Have you ever noticed that when you walk into an amusement park, there's always a big map sign at the entrance? That map tells you where all the rides are, using different colors to mark different areas—roller coasters in the red area, water park in the blue area, carousels in the yellow area. Have you ever wondered why that seemingly simple map is part of a special design? It wasn't placed there randomly—someone thought carefully about what visitors should see first, how to walk so you can play at the most rides, and which path won't make everyone crowd together. These questions are all part of exhibition design.

01 发现身边的展览设计 / Discovering Exhibition Design Around Us

展览设计，听起来好像是一个很高深的名词，可能你会觉得它离你 很远。但实际上，它就在你的身边，比你想象的还要近。想象一下你 去过的博物馆，那些精心布置的展厅、摆放得恰到好处的文物、墙上 漂亮的图片和文字，它们可不是随随便便放上去的。每一件文物的位 置、每一束照在它上面的灯光、每一个解释它的小牌子，都是设计师 一点一点设计出来的。就像一个讲故事的人，会先想好先讲什么、后 讲什么，怎样讲才能让你听得最有兴趣。

Exhibition design, as a term, might sound very profound and distant, something only experts do. But actually, it's right by your side, closer than you might imagine. Think about the museums you've visited—the beautifully arranged exhibition halls, artifacts displayed at just the right positions, the lovely pictures and text on the walls. These weren't placed there casually. The position of each artifact, the light shining on it, every small sign explaining it, were all designed piece by piece by a designer. Like a storyteller who plans what to tell first, what to tell later, and how to tell it so you're most interested.

你逛商场的时候，有没有注意到那些大大的指示牌？它们通常挂 在高处，或者放在人走路一定会经过的地方。这些指示牌告诉你哪 个楼层卖衣服，哪个楼层有餐厅，电梯在哪里，洗手间在哪个方向。 你可能觉得这些牌子理所当然就应该在那里，但其实，它们是设计师 根据商场的大小、客流量、店铺位置等等因素，专门规划出来的。如 果你细心观察就会发现，很多商场在一楼入口处放的都是珠宝和化妆 品，而不是卖菜或者卖工具的地方。这不是巧合，这是设计师的巧思—— 他们希望顾客一进门就觉得这个商场很高档、很值得逛。

When you're walking around a shopping mall, have you noticed those large directional signs? They're usually hung high up or placed where people will definitely pass by. These signs tell you which floor has clothes, which floor has restaurants, where the elevators are, which direction the restrooms are. You might think these signs are naturally supposed to be there, but actually, they were specially planned by designers based on factors like the mall's size, customer flow, and shop locations. If you look carefully, you'll notice that many malls put jewelry and cosmetics right at the entrance on the first floor, not vegetables or tools. This isn't a coincidence—it's the designer's clever idea. They want customers to feel the mall is high-end and worth exploring the moment they walk in.

再看游乐园，除了入口的地图，还有很多地方藏着展览设计的秘 密。排队区域的围栏为什么要做成弯弯曲曲的，而不是直接排一条直 线？秘密在于，弯曲的队伍看起来好像更短，排队的人不容易因为看 到长长的队伍而烦躁。景点之间的路线是怎么设计的？为什么有些路 总是很挤，有些路却很空？设计师会根据每个景点的受欢迎程度来安 排路线，让热门的景点稍微远一点，这样既能分散人流，也能让游客 走更多路、看更多风景。

Looking at amusement parks, besides the entrance map, there are many other places hiding secrets of exhibition design. Why are the railings in queue areas made curvy instead of just a straight line? The secret is that a winding queue looks shorter, and people waiting don't easily get annoyed seeing a long line. How are the routes between attractions designed? Why are some paths always crowded while others are empty? Designers arrange routes based on how popular each attraction is, making popular attractions slightly farther away, which disperses the crowd and lets visitors walk more and see more scenery.

展览设计就像空气一样，你可能感觉不到它的存在，但它无时无 刻不在影响着你的体验。当你在博物馆里走得很舒服、不知不觉就逛 完了一整天；当你在商场里轻松找到了想去的店铺；当你在游乐园里 玩得特别开心——这些美好的体验，都离不开展览设计。

Exhibition design is like air. You might not feel its presence, but it's affecting your experience all the time. When you walk comfortably through a museum and不知不觉 (unconsciously) finish a full day's visit; when you easily find the shop you want in a mall; when you have so much fun at an amusement park—these wonderful experiences all depend on exhibition design.

02 什么是展览设计 / What Is Exhibition Design

现在你已经知道，展览设计就在你的身边。但到底什么是展览设 计呢？让我们来给它下一个定义。

Now you know exhibition design is all around you. But what exactly is exhibition design? Let me give you a proper definition.

展览设计（Exhibition Design）是一门关于如何在特定空间内组织 信息、创造体验、讲述故事的艺术和科学。它需要设计师同时考虑很 多方面：空间应该怎样布局？人们应该怎样在这个空间里移动？灯光 应该怎样设置才能既照亮展品又不伤害它们？颜色应该怎样搭配才能 让人感觉舒适？文字应该写多大才容易阅读？这些问题，都需要专业 的知识和技巧来回答。

Exhibition design is the art and science of organizing information, creating experiences, and telling stories within specific spaces. Designers must consider many aspects simultaneously: How should the space be laid out? How should people move through this space? How should lighting be set up to illuminate exhibits without damaging them? How should colors be paired to make people feel comfortable? How large should the text be for easy reading? These questions all require professional knowledge and techniques to answer.

展览设计的三个核心要素 / Three Core Elements of Exhibition Design

展览设计有三个核心要素，它们就像三根支柱，支撑起整个展览 的框架。

Exhibition design has three core elements, like three pillars that support the entire framework of an exhibition.

第一，信息组织（Information Organization）。展览的目的是 传递信息，无论是博物馆里讲述历史的故事，商场里介绍商品的特 点，还是游乐园里介绍每个项目的玩法。设计师需要决定：这些信息 应该按什么顺序呈现？哪些信息应该突出强调，哪些可以简略？文字 和图片应该怎样配合？这些问题的答案，决定了观众能否清晰地理解 展览想要表达的内容。

First, information organization. The purpose of an exhibition is to convey information—whether it's stories about history in museums, product features in malls, or how to play each ride in amusement parks. Designers need to decide: What order should this information be presented in? Which information should be emphasized, and which can be brief? How should text and images work together? The answers to these questions determine whether audiences can clearly understand what the exhibition wants to express.

第二，体验创造（Experience Creation）。一个好的展览，不只 要让观众看到东西，还要让他们有特别的感受。设计师会运用灯光、 声音、颜色、材质、空间大小等等元素，来营造不同的氛围。比如在 自然博物馆里，设计师可能会模拟森林的声音，放置真实的植物，让 你感觉好像真的走进了森林；在科技馆里，设计师可能会用特别的灯 光和音效，让你觉得自己真的在太空中漂浮。好的展览设计，能让观 众全身心地投入，忘记自己只是在"看展览"。

Second, experience creation. A good exhibition doesn't just let visitors see things—it gives them special feelings. Designers use elements like lighting, sound, color, materials, and space size to create different atmospheres. For example, in a natural history museum, designers might simulate forest sounds and place real plants, making you feel like you're actually walking into a forest. In a science museum, designers might use special lighting and sound effects to make you feel like you're floating in space. Good exhibition design immerses visitors completely, making them forget they're just "visiting an exhibition."

第三，故事讲述（Storytelling）。这是展览设计最神奇的部分。 好的展览就像一本立体的书，用空间而不是文字来讲故事。设计师会 设计一条"故事线"，让观众跟着这条线从一个展区走到另一个展区， 一步一步地了解展览的主题。比如一个关于恐龙的展览，可能会先讲 恐龙生活的时代（侏罗纪、白垩纪），然后讲恐龙是什么样的，它们 吃什么，怎么生活，最后讲恐龙为什么会消失。观众跟着这条线走下 来，就像读了一个完整的恐龙故事。

Third, storytelling. This is the most magical part of exhibition design. A good exhibition is like a three-dimensional book, telling stories with space instead of words. Designers create a "storyline" that guides visitors from one exhibition area to another, step by step helping them understand the exhibition's theme. For example, an exhibition about dinosaurs might first tell about the era dinosaurs lived in (Jurassic, Cretaceous), then what dinosaurs were like, what they ate, how they lived, and finally why dinosaurs disappeared. Visitors follow this path and complete a whole dinosaur story.

这三个要素是分不开的。信息组织是展览的"骨架"，体验创造是 展览的"血肉"，故事讲述是展览的"灵魂"。只有当这三个要素配合得 好，一个展览才能既有趣又有意义。

These three elements can't be separated. Information organization is the "skeleton" of the exhibition, experience creation is its "flesh and blood," and storytelling is its "soul." Only when these three elements work well together can an exhibition be both interesting and meaningful.

展览设计与室内设计的区别 / The Difference Between Exhibition Design and Interior Design

你可能会想，展览设