The Effects of Gallery Changes on Visitor Reading and Object Viewing Time

Systematic changes were made in an Egyptian mummy exhibit gallery, and visitor reactions were assessed. The changes included adding exhibit labels to the wall, changing the physical characteristics of these labels, and introducing a bronze bust reconstructed from a mummified individual. Results demonstrated that several of the factors studied influence label reading: (a) words per label, (b) size of letters, and (c) location of labels. For the most part, label reading facilitated visitor attention to exhibit objects rather than competed for visitor attention. An exception to the facilitation of attention occurred when the mummy cases and the labels were arranged so that visitors had to turn from the label to view the cases (or vice versa). This latter arrangement seemed to produce competition for visitor attention and resulted in shorter viewing times of the mummy cases. Another competing situation occurred when the bronze bust was introduced, apparently diverting attention from label reading to the bust.