Rowman & Littlefield Publishers
Pages: 376
•
Trim: 6 x 9
978-1-4422-4902-8 • Hardback • June 2015 • $104.00 • (£80.00)
978-1-4422-4903-5 • Paperback • June 2015 • $52.00 • (£40.00)
978-1-4422-4904-2 • eBook • June 2015 • $49.00 • (£38.00)
Since 1979, Beverly Serrell has been an exhibit and evaluation consultant with art, history, natural history, and science museums, as well as zoos and aquariums. Before then, she was head of a museum education department for eight years, and had shorter stints as a high school science teacher and a research lab technician. Serrell holds an MA in science teaching in informal settings and a BS in biology. In 1995, she was a guest scholar at The J. Paul Getty Museum and has received two National Science Foundation grants to conduct research on visitor behavior in museum exhibitions. She has been a frequent museum visitor all her life.
Preface
Introduction
Part 1: Overview
1. Behind It All: The Big Idea
2. What are Interpretive Labels?
3. Types of Labels in Exhibitions
Part 2: Considering the Audience
4. Who is the Audience (and What Do They Want)?
5. Audience Fragmentation
6. Selecting the Right Reading Level
7. The Number of Words
8. Multilingual Labels
9. Writing Visitor-Friendly Labels
Chapter 10. The Label’s Voice: Who is Talking to Me?
Part 3: Exhancing the Visitor Experience
11.Hierarchies
12. Modalities
13. Making Words and Images Work Together
14. Labels That Ask Questions
15. Labels for Interactive Exhibits
16. Digital Interpretive Devices
Part 4: Tasks
17. Getting Started (and Getting It Done)
18. Evaluation During Development
19. Typographic Design
20. Production and Fabrication
21. Evaluation After Opening
Part 5: Conclusions
22. Findings from Research and Evaluation
Bibliography
Figure Credits
Index
About the Author
Do museum visitors even read wall labels anymore? And if they do, how can writers make these short texts engaging and educational at once? Exhibit Labels: An Interpretive Approach takes an optimistic approach to answering these questions, positing that wall text can indeed be effective when well written and smartly designed. . . .Throughout, author Beverly Serrell shares her insights from nearly four decades of providing advice on exhibits for all manner of museums.— Museum
It is not hard to see why this book has remained popular for almost twenty years. Though lengthy, the author practices what she preaches: text is succinct and relevant; conclusions are evidence-based and often thought-provoking. Following Serrell’s guidelines, museums are capable of creating a multimedia experience for visitors akin to an interactive documentary. Anyone needing to write interpretive labels for an exhibit obviously will find this book immensely valuable, but even educators not involved in museum work might find this an interesting look at other ways of presenting information in a visual, verbal, and engaging way.— VOYA
The museum world owes a great debt to Ms. Serrell for her disciplined, passionate advocacy of excellence in exhibit writing. . . .Serrell’s book will always have an honored place on my bookshelf. Like all technical manuals—and this is one of the best I’ve seen—it must be studied and digested, added to the internal toolkit, then forgotten in the joy of crafting sentences that sing, and in the deep satisfaction of finding the right word in the right place, for the right reasons.— Exhibition
Serrell has published her finest work in this second edition of Exhibit Labels. Even the most casual reader will be impressed with: the comprehensive treatment of exhibit labels, the expansive inclusion of literature, and the excellent description of best practices in museum exhibition development. The first edition of Exhibit Labels is still considered the authority on designing labels; this new edition goes well beyond this accomplishment and will no doubt be considered far-and-away the best standard for exhibit label design. Any serious reader will find a plethora of primary source references to explore, an easy-to-read manual for exhibit label development, and an optimistic philosophy that includes the belief that visitors do read labels if they are well designed, and that labels do really make a difference for the visitor experience.— Stephen Bitgood, professor emeritus of psychology, Jacksonville State University and author of Social Design in Museums: The Psychology of Visitor Studies, Volumes I and II
Serrell has published her finest work in this second edition of Exhibit Labels. Even the most casual reader will be impressed with: the comprehensive treatment of exhibit labels, the expansive inclusion of literature, and the excellent description of best practices in museum exhibition development. The first edition of Exhibit Labels is still considered the authority on designing labels; this new edition goes well beyond this accomplishment and will no doubt be considered far-and-away the best standard for exhibit label design. Any serious reader will find a plethora of primary source references to explore, an easy-to-read manual for exhibit label development, and an optimistic philosophy that includes the belief that visitors do read labels if they are well designed, and that labels do really make a difference for the visitor experience.— Stephen Bitgood, professor emeritus of psychology, Jacksonville State University and author of Social Design in Museums: The Psychology of Visitor Studies, Volumes I and II
Improving a classic seems a contradiction in terms, but Beverly Serrell has done it with this revised edition of Exhibit Labels. Her chapters on audience in particular are informed by the nearly two decades of visitor research published since the first version, providing robust support for her recommendations. And the new and varied case studies offer practical examples of how museums are creating and utilizing contemporary approaches such as multilingual labels and digital interpretive devices. — Gretchen Jennings, museum blogger and former editor of Exhibitionist, journal of the National Association for Museum Exhibition
Improving a classic seems a contradiction in terms, but Beverly Serrell has done it with this revised edition of Exhibit Labels. Her chapters on audience in particular are informed by the nearly two decades of visitor research published since the first version, providing robust support for her recommendations. And the new and varied case studies offer practical examples of how museums are creating and utilizing contemporary approaches such as multilingual labels and digital interpretive devices. — Gretchen Jennings, museum blogger and former editor of Exhibitionist, journal of the National Association for Museum Exhibition
This second edition of the long-standing museum classic, Exhibit Labels, is full of great new examples and insights, including more consideration of digital media. Beverly Serrell’s life-long career in museums, focused on improving the quality and experience of museum exhibitions, continues to inspire and enlighten.
— Kathleen McLean, principal of Independent Exhibitions, a museum consulting firm
Previous edition praise: This book is not merely about choosing words to put on exhibit labels; it is about attracting, communicating, inspiring, and helping visitors get what they are seeking....Once you have read this book, it is impossible to ignore it. I find that Serrell's commentary comes to mind during all of my writing activities. One of the most notable qualities that gives the book its lingering nature is Serrell's personable voice throughout the text. . . .This is an important text for anyone who is involved with the creation of exhibitions.
(Previous Edition Praise)— Journal of Interpretation Research
Previous edition praise: This book is not merely about choosing words to put on exhibit labels; it is about attracting, communicating, inspiring, and helping visitors get what they are seeking....Once you have read this book, it is impossible to ignore it. I find that Serrell's commentary comes to mind during all of my writing activities. One of the most notable qualities that gives the book its lingering nature is Serrell's personable voice throughout the text. . . .This is an important text for anyone who is involved with the creation of exhibitions.
(Previous Edition Praise)— Journal of Interpretation Research
• This second edition features: all new photographs and case studies; updated and expanded text on digital interpretives; multi-lingual labels; and presents findings of recent exhibit evaluation and research efforts• Author Beverly Serrell interviewed in March 19, 2015 New York times article by David Wallis, "Labels, Digital Included, Assume New Importance at Museums." http://www.nytimes.com/2015/03/19/arts/artsspecial/labels-digital-included-assume-new-importance-at-museums.html?_r=1