Writing for a different reader
People read exhibit text unlike the way they read a book or an article. They stand, often with others waiting or talking. They glance, scan and move on. They may be tired, reading in a second language, or watching a child. Reading on a screen at gallery distance is slower than on paper in the hand, and glare and small type make it worse.
Good exhibit writing starts by accepting these conditions. The goal is not to write less because visitors are lazy, but to write what they can take in, in the time and place they have.
Lead with what matters
Put the main point first. A visitor who reads only the first line should still get something. A heading can name the idea in a few words, and the first sentence can say the key fact. Detail follows for those who want it.
Compare two openings for a caption about a ship’s lamp:
- “This item was produced at a time when navigation lighting was becoming more widely regulated, and it is one of several in the collection.”
- “A ship’s signal lamp, used to warn other vessels at night.”
The second tells a visitor what they are looking at and why it matters, immediately.
Keep it short, but not thin
A common guideline is one idea per caption and a few short sentences per screen. Exact word counts depend on the screen, the audience and the setting, so treat any number as a starting point and check it in the gallery. A caption of fifty words may be fine beside a single object and too long on a busy touchscreen.
Short does not mean empty. A good caption includes something specific: a surprising detail, a human story, a reason to look closer. “A beautiful vase” says nothing. “Repaired along the neck, probably by its owner” invites curiosity.
Use plain, concrete language
- Choose common words over specialist ones. If a technical term is needed, explain it in the same sentence.
- Prefer active verbs. “Workers built the dam” is quicker than “The dam was constructed.”
- Use concrete nouns and details instead of abstractions.
- Keep sentences short, and keep the subject near the verb.
- Spell out abbreviations, and avoid jokes or idioms that will not translate.
This matches the guidance on plain language for exhibit text, which also helps visitors with cognitive accessibility needs, English learners and younger readers. Writing this way does not lower the quality; it makes the ideas easier to reach. If translation is planned, simple sentences also make translation easier and more accurate, and leave space for longer words in other languages.
Structure for scanning
Screens should help the eye:
- Headings that say something (“Why the harbor moved”) rather than labels (“History”).
- Short paragraphs, with space between them.
- Lists only where the content is truly a list.
- Bold used rarely, for one key phrase, not scattered over a paragraph.
- Layers. Put essential text up front and detail in optional “Find out more” areas. Do not hide essential facts behind extra taps.
Type needs to be large enough to read at the viewing distance, with good contrast and moderate line length. Avoid centered paragraphs, which are harder to read, and avoid text over busy images.
Voice and tone
Choose a voice that suits the institution and the audience, and keep to it. A friendly, direct tone usually works: speak to the visitor as a curious adult, without talking down. Questions can draw people in, but too many feel gimmicky. For sensitive subjects, adopt a calm, respectful tone and avoid sensational wording. Careful phrasing matters especially for sensitive content and for objects tied to living communities, where source communities may have views on how to describe things.
Write for ears and eyes together
Many exhibits combine text with audio or video. Captions and transcripts must be accurate, and narration should be written for the ear, with short sentences and natural rhythm. Do not simply read out the on-screen text, which duplicates and often bores. Where an image carries important meaning, make sure that meaning is also in words, for visitors who cannot see it.
An editing routine
- Write a full draft freely, including everything you want to say.
- Underline the single most important point and move it to the top.
- Cut every sentence that does not support it. Save the cuts for a deeper layer or another time.
- Replace long words and technical terms where possible.
- Read it aloud. Where you stumble, a visitor will too.
- Check facts, names and dates against reliable records.
- Test with a few real visitors, asking them to say back what they understood.
Checking it works
Finally, look at the text on the real screen, at the real distance, in the room’s light. Ask someone unfamiliar with the subject to read a screen and tell you what it said. Watching where they stop reading is often more revealing than any measurement. Revise from there, and expect to cut more.