Context and some definitions

Museum audiences have high expectations, and it can be hard to know where to start. What about things like: how high should text be mounted? How much information is too much? In order to create successful interpretation, we need to understand our audiences and the heritage that we wish to interpret. Interpretation is the mechanism that connects our visitors to the heritage. Interpretation in museums has often evolved on an ad hoc basis, as funding or resources have become available. This often creates a mix of styles and approaches, and sometimes such interpretation can lack a clear narrative or story. A strategic approach can start to create a coherent visitor experience.

At the core of the Museum Association definition of a museum is that ‘museums enable people to explore collections for inspiration, learning and enjoyment’. Creating engaging and interesting exhibitions and displays is fundamental to the success of any museum. Interpretation should be continually evolving and telling new stories alongside changing displays.

The last few years (2019-22) have provoked rapid change which has had an impact on how museums deliver interpretation:

• Black Lives Matter emphasised the importance of honest evaluation about the stories we tell and how we tell them, as well as the need to review the collections that are owned by museums and an honest appraisal of why we have them and their meaning and significance.
• During the early time of the Covid pandemic many museums removed tactile exhibits, although mostly these have returned.
• Visitors were more comfortable accessing information via their own personal devices rather than shared touchscreens and expected to be able to undertake contactless transactions.
• Online engagement increased during periods of lockdown, and many museums are still struggling with a reduced number of volunteers and adapting to new ways of working.

Interpretation

Interpretation is ‘the action of explaining the meaning of something’. Museums & Galleries Scotland define interpretation as ‘how we communicate our collections to our users. As museums or galleries, we should use our collections to tell stories and to convey identifiable meaning. Interpretation enables museums to communicate the wonder of their collections, connect with their users, and engage with diverse audiences.’.

The National Lottery Heritage Fund (Heritage Fund) defines interpretation as ‘the way we communicate stories and ideas about heritage to different audiences. It involves turning information into something accessible, relevant and engaging’.

When done well, interpretation can bring history and ideas to life, and enable visitors to engage with objects, people and places from the past, but like history it is not neutral and communicates a perspective or view which we need to consider carefully. Interpretation should stimulate all the senses, it shouldn’t just be visual but include opportunities to touch, smell and listen.

Interpretative media

Interpretive media is the tangible means we use to engage with our visitors and can include:

• Object displays with labels
• Digital labels or QR codes
• Apps or digital information accessed via visitor’s own devices
• AV presentations
• Digital interactive exhibits
• Hands on interactive exhibits
• Graphic panels
• Guides or guided tours

We talk about engaging with our visitors and audiences. It’s really important to know who currently visits and to consider who we would like to visit so that we can develop interpretation which will meet the needs of new audiences. Some funding grants (for example, those offered by Heritage Fund and AIM’s New Stories, New Audiences) offer grants for new interpretation that will appeal to people who might not already visit your museum, so it’s important to think about the needs and interests of these groups.

Click here for the next section on planning interpretation>>

Click here to go back to the introduction and contents page>>