MPR is an exhibit evaluation / design company that provides educational
evaluation, design and redesign for future exhibits in zoos, science
centers, museums and other types of informal educational spaces.
Evaluation: The Key to Museum Exhibit Success Monica Post, Director - MPR Museum Consulting Published in Exhibit Builder Magazine Sept./Oct. 2006
What's
the difference between a tradeshow exhibit and a museum exhibit? Both
types intend to induce an action from their audience, both types aspire
to teach. So what's the real difference? Is it in the delivery? No,
museum exhibits are incorporating attention getting tactics to lure
their audiences over to the exhibit elements. Tradeshow exhibits are
incorporating interactive elements to increase dwell time. Although
both industries might cringe at the thought, there really isn't that
much of a difference when it comes to exhibit design. Outcomes are
critical to both. Whether the outcome is an understanding or an action,
both industries want their audiences to take away something from their
experience. In both cases, in order to improve the chances that the
outcome is achieved, evaluation is critical.
Both industries
understand the importance of evaluation, but now, as donors and patrons
to museums are becoming more erudite, they are demanding credibility
and accountability from the museum industry. Anecdotal visitor
satisfaction is no longer an acceptable measure for a museum exhibit's
educational value.
Evaluation is the mechanism that helps
designers understand their visitors' knowledge, vocabulary,
misconceptions and preferred learning styles. It keeps them on track
during the design and building stages and when all is said and done, it
assesses how well they accomplished their task. Evaluation gives
museums credibility in the eyes of donors and patrons and makes
designers accountable and responsible for their visitors' experience.
Using
evaluation throughout the exhibit development process saves time and
money, contributes to the exhibition's effectiveness, and helps the
exhibit achieve message goals. Evaluation advises donors and granting
organizations that the museum is serious about making sure that their
money is well spent and that the desired message outcomes are received
by the visitors. Evaluation is an excellent tool to refer to when
applying for exhibit awards. It gives measurable credibility to the
museum's assertions.
Evaluation is useful throughout the exhibit
development process. At the planning stage, front end evaluation
informs museums about their visitors' current knowledge, understanding
and vocabulary of the subject that they plan to address. It reveals
misconceptions, and advises of effective delivery methods.
During
the design and build stage, formative evaluation keeps the message on
track, refines the points and illuminates potential obstacles to
effective message delivery. Formative evaluation employs inexpensive
mock ups and prototypes that can be tested and refined so that more
money is available to produce the most effective final product.
After
all the work is complete and the exhibit is installed two other methods
of evaluation are useful. 1. Remedial evaluation is usually done in
house. When staff and designers recognize an obvious flaw or problem
that can be repaired or modified, they are conducting remedial
evaluation. Problems as simple as poorly lit areas and broken displays
benefit from remedial evaluation. Remedial evaluation informs staff and
designers where simple improvements and repairs can be made prior to
hiring a consultant. 2. Summative evaluation also occurs after
everything's built and the doors are open to the public. The true value
in summative evaluation is found in planning for future exhibits.
Summative evaluation informs staff about how well the exhibit works, if
the visitors really do understand the intended message and if not, what
messages are the visitors taking away from the exhibit?
In the
competitive exhibit design world, incorporating evaluation into the
design process shows the museum client that educational content and
outcomes are as important to the designer as they are the museum
client. Museums know that evaluation is the single, little stitch in
time. It is the consistent, timely oil change that prevents an engine
blow up. It's the proof that museum constituents seek and the
validation of a job well done that staff and designers desire. The
reward produced when evaluation is incorporated throughout the design
process continues to payoff throughout the lifetime of the exhibition.
