Visitor-Centered Exhibition Design: A paradigm Shift for Art Museums
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This document summarizes the shift in art museums from object-centered exhibitions designed by curators to visitor-centered exhibitions developed by interdisciplinary teams. It outlines the new process of incorporating visitor research, testing, and evaluation at every stage of developing exhibitions. This approach has led to exhibitions that more successfully communicate key messages, increase visitor engagement and satisfaction, and achieve learning outcomes. However, resistance from curatorial staff and the need for more planning time are ongoing challenges to implementing this new model.
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Visitor-Centered Exhibition Design: A paradigm Shift for Art Museums
- 1. Visitor-Centered Exhibition Design: A paradigm Shift for Art Museums Silvia Filippini-Fantoni @silviaff20 @imamuseum Director of Interpretation, Media, and Evaluation
- 5. Process: • New exhibition development process Participation: • Participatory in-gallery experiences Programming: • Innovative participatory and experiential programs Visitor-oriented approach
- 6. New Exhibition Development Model
- 7. •Non-Art Museums •Detroit Institute of Art •Oakland Museum of California •Denver Art Museum •Brooklyn Museum Inspiration
- 8. Old Model: all decisions were made by curators New Model: interdisciplinary core team is created at the start and makes all decisions. It includes: • curator • interpretation specialist • evaluator • designer • exhibition manager Curator Layout Content Idea Checklist Other Inter. tools Public Programs Old Model New Model
- 9. Big idea: the core team identifies the main thesis and learning outcomes These are used to inform: • Checklist • Layout • Title • Interpretive plan • Content • Evaluation
- 10. Testing: incorporate testing and evaluation throughout the process Research and Evaluation team: • Manager • 1 part-time staff • 3 or 4 data collectors • 1 or 2 contractors
- 11. Rome wasn’t build in a day! New director
- 12. Methods
- 13. n=576 21% 21% 27% 31% 0% 5% 10% 15% 20% 25% 30% 35% Art Deco Automobiles Duesenbergs Automobile Masterpieces Concept Cars Front-End: Automobile Design
- 18. Visual Identity Testing Option 1 Option 2 Option 3
- 19. Title Testing Paintings in the Round • Round room (12) • Round objects (8) • Paintings of round objects (7) • Music round (5) • Circular paintings, round canvas (4) • Architecture (2) • Theatre (2) • Abstract/Geometric Art (3) • Panorama (2) • Other (5) On the Flipside: Secrets on the Back of Paintings
- 20. Remedial Evaluation: Dream Cars
- 22. Summative: Exhibition Evaluations • Have learning outcomes been met? • Are visitors satisfied with their experience? • How do they engage with the art and interpretive tools? • What problems do visitors encounter? • Who visited the exhibition (demographics & psychographics)?
- 23. 0% 10% 20% 30% 40% 50% 60% 70% 1 2 3 4 5 6 7 8 %UsageofExhibitionElements Gallery # Extended Labels Simple Labels Artworks Observations
- 24. Results
- 25. Before
- 26. After
- 27. Less Text More Visuals
- 30. Provide More Active Experiences Old Method Engagement Framework
- 35. BEAUTY & BELIEF AI WEIWEI INDIANA FACE TO FACE O’KEEFFE Learning Outcome 1 73% 87% 97% 93% 90% Learning Outcome 2 67% 77% 86% 83% 80% Learning Outcome 3 67% 53% 79% 63% 57% Learning Outcome 4 60% 47% 79% 50% 57% Learning Outcome 5 47% 40% 62% 37% 53% Learning Outcome 6 40% 40% 34% 33% 33% Learning Outcome 7 30% 30% 24% 20% 30% Learning Outcome 8 23% 27% Old Model New Model Better Communication of Key Messages
- 36. Higher Usage of Interpretative Tools 30-50% 40-60% 46%60%
- 38. Challenges
- 39. • Resistance mostly from curatorial staff • Resistance from other institutions • Process is more time- consuming (planning is two years out) • Process is more contentious (Who directs the process? Conflict vs. Creativity)
- 40. Next Steps•Involve designers and curators more frequently in the testing process •Implement strategies to help members of the core team work better together. •Extend the model to permanent collection and contemporary exhibitions •Understand consequences of new admission model