“Visitors don’t read.” Are you surprised? Nowadays, it seems like people don’t even talk to each other in public, let alone read any available information. It’s difficult to do either with the enticement of infinite information available in small, hand-held form (yup, your phone). It’s no wonder that this statement is widely and frequently debated in museums. While I tend to enjoy reading, stepping up to an exhibit with a large amount of text is both intimidating and repelling to me. I start out with the intent to read every word, but am quickly overwhelmed.

While research backs up this behavior, evidence suggests that revising this statement from “visitors don’t read” to “visitors are selective” is likely more accurate.

Label design and context both prove to be crucial factors in determining whether or not visitors will actually spend time reading graphics. Accessibility, lighting, size, legibility, and contrast also play significant roles in effective label design. In The Role of Attention in Designing Effective Interpretive labels, Stephen Bitgood outlines variables that contribute to the success of readable graphics.

A dialogue about detail–copywriting is a gateway to the larger principles of exhibit design. Visitors digest and retain information differently: some prefer reading, some prefer doing; some are visual learners and some are auditory learners. That is why it is crucial for exhibit designers and developers to include the opportunity for a variety of learning styles in their design.

For continued discussion on this topic, browse: Motivating Visitors to Read Labels If You Can’t See It Don’t Say It Writing for a Family Audience

Overwhelmed yet? Before nailing that “No Cell Phone Use Allowed” sign to the entrance, review the KISS principle and resolve to use it!