The questions you should ask before you get started

Most of us have encountered thought-provoking, eye-opening interpretation. A sign or exhibit at a museum, national park, event or local landmark that made us feel a moment of amazement. We may have even been wowed by an app or online experience. 

It takes more than talent and big ideas to create a powerful interpretive experience. Especially if you’re working on a large project with many elements across a site or landscape. 

Consider the following questions and you’ll soon understand why. 

Where is interpretation really needed? 

Not every feature should be interpreted. It may be more appropriate to let the landscape, tree, artwork or building fully command the visitor’s attention. Some experiences are more powerful when the visitor extracts their own meaning.

When can you use a sign or display, and when should a guided interaction be available? 

It’s generally accepted that face-to-face interpretive experiences are the most powerful. But signs, displays, exhibitions and digital products are usually more cost-effective over time. By considering a full suite of interpretive methods, you can make a strategic decision about where to invest your resources. 

What are the themes and what are the messages?

An interpretive theme goes beyond a topic to provide context and meaning. Themes are supported by messages, helping the visitor build awareness and understanding. But in a large interpretive project, there’s often a hierarchy of multiple themes and messages. It’s important to understand how these will fit together cohesively. They need to support a consistent visitor experience as they move from site to site. 

What are the facts and stories that support the themes and messages?

It’s important to be selective about facts and stories. When you overuse facts, they can become boring, overwhelming or simply lose meaning. And while it’s good to include stories, they may not be suitable for every interpretive medium. 

On most signs and displays, stories need to be told succinctly without losing impact. Longer, more detailed stories might be better told using video or a digital guide. 

Another point to remember is that not every story should be told. For example, First Nations peoples are the custodians and intellectual property holders of many cultural stories. Some of these should not be publicly shared. 

How can illustrations or other visuals communicate themes and messages?

Graphic design and illustration can help reinforce themes and messages. In fact, interpretation sometimes relies entirely on visual elements, with words used sparingly to complete the picture. But bringing this approach requires strong creative direction to deliver the strategic vision. Otherwise, the design may be beautiful but lacking in substance. 

How will the signs or displays gain depth or dimension?

The very best signs, displays and exhibits are immersive. They draw you in, creating dimension with structures, mounting and materials. This is only possible when you consider the interpretive experience in tandem with the broader asset or construction work. When interpretive elements are only considered towards the end of a project, they can look like a tacked-on afterthought. 

How can digital technologies complement traditional communication products, like signs or brochures?

Digital technologies offer exciting interpretive opportunities. Some are probably yet to be imagined. Considering these technologies at the start of a project can help create a rich, multi-faceted visitor experience. The experience can start well before arrival and extend long after departure. 

If you’re planning to use digital technologies, you should have a realistic understanding of the products longevity and ongoing costs. And don’t forget to consider your audience and their expectations of technology.

How will the space or landscape accommodate the projected number of visitors?

While you’re being creative and visionary, don’t forget the practicalities. Think about access, group sizes and visitor flow. Don’t locate a display that encourages people to linger and create a bottle-neck in visitor movement. For outdoors, consider shade and protection from the elements. If an inspiring sign is in an exposed location, it’s unlikely to gain the appreciation it deserves. 

How will the project engage with stakeholders from concept development to production?

The best projects nurture and strengthen relationships between key stakeholders. They should include a plan that maps out a process that allows genuine participation, honouring and respecting the knowledge held by each stakeholder. It should take the time to document a shared vision and negotiate outcomes that support this. While this may add time to project schedules, it also minimises the risks of delays and disputes over approach or specific points. 

How will the writing style, voice and tone capture an authentic voice?

Will it honour individual perspectives while still maintaining consistency?

With a clear strategic vision, it’s often obvious how the writing should ‘sound’. Alongside this, your content should be accessible and engaging to all people, regardless of their ability, situation, age, education or culture. 

Your writing should represent diversity in communities and connect with diverse audiences.

Don’t skip the deep thinking 

These considerations become more complex in large projects or when there are multiple sites of interest. In these situations, we use an approach that helps us bring together information in a meaningful way. 

Our Interpretive Framework moves a project from broad strategic objectives into site-specific asset planning and content outlines. With this robust foundation, you’re equipped to deliver this project in a focused, considered way. Better yet, you’ve got a clear direction for future priorities and project planning. 

Want to see how this deep thinking works in reality? Check out our planning steps for Currawinya National Park’s new interpretive signs.