인스타그래머블 사진 전시의 시각적 요소와 관람객 SNS 공유 행태: 「어노니머스 프로젝트」 사례 연구

초록

This study examines the relationship between visual design elements of instagrammable photo exhibitions and visitors’ SNS sharing behaviors, aiming to inform strategies that balance popularity and artistic value. Focusing on the ‘Anonymous Project’ at Ground Siso in Seoul, a mixed-methods analysis of 50 Instagram posts and surveys of 50 visitors showed that people (42%), artwork close-ups (32%), and interactive scenes (24%) were mainly photographed, using colorful walls (54%) and photo zones (38%) as backgrounds. Most visitors (96%) reported that the space stimulated photography, 84% took photos, and 90.5% shared them on Instagram. Based on observation, four key visual elements were identified: immersive photo zones, vivid color schemes, strategic lighting, and experience-based objects. These elements provide a framework for understanding visitor engagement and inform planning strategies, including balancing visual appeal and artistic value, designing participatory experiences, integrating online-offline engagement, and managing exhibition space quality. The findings offer empirical insights for future photo exhibition and spatial design.

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