Chinese museums have undergone significant changes in the past century, with an increasing focus on audience engagement and diversified displays. The COVID-19 pandemic, in particular, has led to the creative transformation of traditional exhibitions through the Museum Online Exhibition Platform, which has enabled major museums to launch "cloud exhibitions." As a result, the State Administration of Cultural Heritage has proposed incorporating digital construction into the "new infrastructure" to strengthen digital displays and innovative means of communication and inheritance. The merging of virtual and traditional displays has resulted in diverse forms of exhibitions, which affect the audience's physical and psychological fields of interaction with the exhibits. This article explores the audience's attitudes towards virtual and physical displays through experiments that identify the design principles of museum costume displays. The study aims to contribute to the development of design principles for museum exhibitions, which take into account the changing needs of audiences and the merging of virtual and traditional displays.