Can interpretive graphics influence visitor behavior in an exhibit space?

Abstract

Exhibit signage and graphics projects are most successful when they involve collaborative planning and formative evaluation throughout the process. Lincoln Park Zoo set out to combine interpretive best practices and visitor evaluation methods for the newly renovated eastern black rhinoceros yard in 2010. Evaluation methods included prototyping, visitor tracking, and informal interviews. After installation of the new graphics, visitor time spent looking at both the signs and the exhibit increased. Results were most significant among male visitors. The study indicates that hands-on non-personal media of this nature can have a significant effect on visitor behavior in an exhibit space. It also provides a model for making data-informed decisions regardless of limited budgets or resources.