Abstract
Identification labels remain an important aspect of interpretation in zoos and aquariums, and although studies exist documenting results of specific exhibit labels, the field lacked a formal, general, multi-institutional study on visitor preference regarding label content. Researchers conducted a survey across five institutions (two aquariums, three zoos) to determine what kinds of information visitors thought was most interesting or important to include on exhibit signs using both closed-ended (N=367) and open-ended (N=372) instruments. Researchers found that visitor preferences for kinds of information were generally consistent regardless of animal type and institution. Overall, visitors preferred to see the following kinds of information on an exhibit label: odd facts/behaviors, endangered status of the animal, where they live in the world, and the number of years they live. Participants expressed the least interest in the animal's scientific name, length of pregnancy, and phylogeny.
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