EXHIBITION COMMUNICATION Translation and adaptation from the Hungarian original: Andrea Kárpáti, language editor: Bob Dent of Szavak Bt. Andrea Kárpáti Tamás Vásárhelyi XML to PDF by RenderX XEP XSL-FO F ormatter, visit us at http://www.renderx.com/ EXHIBITION COMMUNICATION: Translation and adaptation from the Hungarian original: Andrea Kárpáti, language editor: Bob Dent of Szavak Bt. by Andrea Kárpáti and Tamás Vásárhelyi Copyright © 2013 Eötvös Loránd University ISBN 978-963-284-367-4 This book is freely available for research and educational purposes. Reproduction in any form is prohibited without written permission of the owner. Made in the project entitled "E-learning scientific content development in ELTE TTK" with number TÁMOP-4.1.2.A/1-11/1-2011-0073. Consortium leader: Eötvös Loránd University, Consortium Members: ELTE Faculties of Science Student Foundation, ITStudy Hungary Ltd. XML to PDF by RenderX XEP XSL-FO F ormatter, visit us at http://www.renderx.com/ Table of Contents 1. Introduction ............................................................................................................................... 1 Acknowledgements ................................................................................................................ 3 2. Aims and objectives of museum communication .............................................................................. 5 2.1. Communication theory and museum communication ............................................................... 5 2.2. The role of exhibitions among museum functions ................................................................. 13 Task 1: ............................................................................................................................... 22 Task 2: .............................................................................................................................. 23 Task 3: ............................................................................................................................... 24 Task 4: ............................................................................................................................... 24 Task 5: ............................................................................................................................... 25 Further reading .................................................................................................................... 25 3. Exhibition spaces and exhibitions – past and present ....................................................................... 26 3.1. The communication value of museum buildings ................................................................... 26 Classic museum buildings .............................................................................................. 28 Changes in the architectural style of museums .................................................................... 34 Museum in venues built for another purpose ...................................................................... 47 3.2. Classic, outdated and modern exhibition venues and installations ............................................. 49 3.3. Special exhibition venues ................................................................................................. 59 Task 1: ............................................................................................................................... 64 Task 2: ............................................................................................................................... 64 Further reading .................................................................................................................... 65 4. From the mission statement to the message and scientific content of exhibitions .................................... 66 4.1. Mission statement .......................................................................................................... 66 Task 1: ............................................................................................................................... 70 Task 2: ............................................................................................................................... 70 4.2. Exhibition design as a creative act: collections and exhibitions. (Andrea Kárpáti) ........................ 71 4.3. Selecting objects for an exhibition: prestige, security and protection of objects (Tamás Vásárhe- lyi) .................................................................................................................................... 79 Task 3: ............................................................................................................................... 87 Task 4: ............................................................................................................................... 88 4.4. Making science understood – interpretation of scientific discoveries for the average visitor (Tamás Vásárhelyi) ......................................................................................................................... 89 Further reading ................................................................................................................... 100 5. Exhibition types and their characteristics ...................................................................................... 102 5.1. Technical aspects ......................................................................................................... 102 Venue ....................................................................................................................... 102 Duration ................................................................................................................... 109 Space and scope ......................................................................................................... 114 Task 1: .............................................................................................................................. 115 5.2. How to create a visitor-friendly exhibition? ....................................................................... 116 Interpretation of the scientific message of the exhibition and formulation of messages ............. 120 Realisation of the interpretive plan ................................................................................. 126 Visitor routes: planning and modelling ............................................................................ 129 Multimedia elements: selection and planning ................................................................... 131 Developing a marketing plan ......................................................................................... 135 Evaluation plan with suggestions for adaptation / modification phases .................................. 135 Task 2: .............................................................................................................................. 135 Task 3: .............................................................................................................................. 136 Task 4: ............................................................................................................................. 136 Further reading ................................................................................................................... 136 6. Museum communication channels and visitor management ............................................................. 138 6.1. The venue ................................................................................................................... 138 6.2. Before entering the museum ............................................................................................ 139 6.3. Arrival at the exhibition ................................................................................................. 143 6.4. Lights ......................................................................................................................... 145 iii XML to PDF by RenderX XEP XSL-FO F ormatter, visit us at http://www.renderx.com/ EXHIBITION COMMUNICATION Task 1 ............................................................................................................................... 149 6.5. Colours ....................................................................................................................... 150 6.6. Furniture ..................................................................................................................... 152 6.7. Voices ......................................................................................................................... 155 6.6. Scents ........................................................................................................................ 155 6.9. Texts .......................................................................................................................... 156 6.10. Interactive approaches .................................................................................................. 162 6.12. Visitor comfort ........................................................................................................... 165 6.13. People (museum staff, visitors, exhibition mannequins) ...................................................... 166 6.14. Objects ...................................................................................................................... 169 6.15. Access .....................................................................................................................