Taiwanese literature embodies rich historical, linguistic, and social memory, yet its marginalization in education and public culture has limited public understanding and engagement. Literary museums therefore serve as vital platforms; the third-phase permanent exhibition of the National Museum of Taiwan Literature (2020–2030) attracts 330,000–690,000 visitors annually, demonstrating its potential for cultural promotion. However, research on audience perception remains limited. Given that atmospherics shape perception and meaning by guiding experience, this study uses the exhibition as a case study to examine the strengths and limitations of its atmospheric design and to propose recommendations for the fourth-phase permanent exhibition to enhance public interest and understanding. Data include curator interviews, alongside structured observation and semi-structured interviews with 15 ‘literary youth’ participants aged 18–44, a culturally interested non-academic group, analyzed through thematic analysis to explore how four atmospheric cues—spatial design, learning experience, lighting, and staff interaction—shape experience. Results show that in spatial design, bright colors and background sound help deformalize literature, yet repeated blue and yellow tones blur narrative shifts; greater variation in materials, colors, and sound across periods is needed. In learning experience, personality-revealing objects enhance interest. Personally designed games should be streamlined and visually enhanced to prevent being overlooked; while games with unpredictable outcomes are already popular. Although short texts suit fragmented reading, excessive content causes fatigue; QR codes can reduce overload. Lighting builds emotional tension but is often unnoticed; varying tone and intensity can strengthen narrative-emotional connections. As visitors prefer self-guided exploration, staff should shift toward experiential facilitation.

Authors:
Ting-Yu Kuo, National Cheng Kung University, Taiwan
Ming Turner, National Cheng Kung University, Taiwan

About the Presenter(s)
Ting-Yu Kuo is a master’s student at the Institute of Creative Industries Design, National Cheng Kung University, Taiwan.

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