Lynne I. Friman, Creative Director, Envisions Design:

Does the headline set you up for the rest of the content, is it grabbing? Do you want to keep reading? Is the body copy clear, to the point, descriptive, using active words, engaging, compelling, moving, perhaps witty. Does it set an appropriate tone for the content? Does it offer clear instructions – what to do and look for? Do I want to “continue” looking at this exhibit? Is language matched to the intended audience? Did the language and the length put me off? Did it use “big scholarly museum” words? Was it repetitive or go on too long? If a design or format is included- did it add to the interpretive intent and ability?

 Brian H. Peterson, Senior Curator, James A. Michener Art Museum:

Curators are always supposed to be the ones who fight to the death for long, complex wall labels that only other curators really understand. But my feeling is that books and catalogues are the right place for research and scholarship. A museum exhibition is, more than anything else, an act of communication, and our job is to reach out to visitors and somehow hit them where they really live. As a reader I’m always grateful when, for example, a science writer doesn’t assume too much specialized knowledge on my part, and takes the time to explain basic concepts and terms. Similarly, exhibition writers must always be aware that most people don’t know too much about the subject matter, and need some help with the basics. An attitude of generosity toward the viewer is extremely important. At the same time, exhibit writers must somehow remain true to the genuine complexity of their subjects, and therein lies the tension with which we all must struggle.

Finally, exhibit writing to me must be cognizant of the most basic writing skills. Is there a good opening line that draws me in? Is there a clear thread that connects the ideas? Does the writing use stories, quotes, and other colorful devices that humanize the objects and their makers? Am I given both the necessary information and a possible pathway or two for an imaginative response? Is each word important? Exhibit writing is a creative act – albeit one that occurs within very strict limitations – and sometimes those very limitations seem to generate clever and beautiful results.

Vas Prabhu, Deputy Director, Interpretation & Education, Peabody Essex Museum:

What do I look for in a label? I appreciate exhibit labels that take risks and experiment with techniques. I look for a positive tone of voice, one that respects the reader; that uses culturally sensitive and up-to-date language. I like it when the label poses a question, to help me look closer. I appreciate quotes, and knowing who the writer is…. Labels that make one key point or give me one interesting fact that I can then use to guide my viewing experience of the exhibition are really appreciated. Labels that use a good size font and are well lit are much appreciated!

Having worked in a variety of museums (children’s museum; university art museum, contemporary art museum, fine arts museum) and as a person that enjoys visiting any type of museum, I always wonder about the process of writing the labels I am reading. How was the exhibit conceived. Who is the intended audience? At what point were the labels conceived? Who wrote the labels? An individual?  A  team? What constraints did they have? What other “reading” is available within the exhibition? Within  the museum? I observe visitors: do they read labels? For  how long? Does it appear to help them view the exhibition? If only they knew how complex the task is to write one good label!

And then finally, I am constantly reminded, humbled and energized by the possibility that I can always write a better label, next time! Kudos to these Entries! I learned a lot.

Beverly Serrell, director of Serrell & Associates:

I was looking for label text that was easy to read and understand quickly. Something that didn’t require me to re-read it to comprehend the content, but that I may have wanted to re-read because it was so interesting, fun, or provocative. I want the label to flow easily from beginning to end, and to leave me
with a sense of completion and satisfaction. I want to be glad I took the time to read it, that it was worthwhile. Turn ons: Texts that are clever, fresh, and make me feel intelligent. Turn offs: Chirpy, overly familiar labels – ones that use “we” and “you,” give too many instructions to “Look at this” or
“Notice that,” and end with exclamation marks.