A Radical Approach to Exhibit Text

(I’ll hear about this one.)

We all love good copy. But the script isn't why visitors come. Not what they look at. Not what they remember. An exhibition is not a book on a wall.

Any visual medium — exhibitions, documentary films — should get developed visually. Visuals first, script later.

How much later? 

The End.

(By the way, “visuals” here means “anything you'll see.” Artifacts, images, movies, scenic constructions, interactive software, immersive video.)

Often, someone starts writing scripts right away. Don't do it. Resist. Make the visuals work even harder. When you have visuals for everything, write the actual visitor-facing script. Fast. Last. Know that the script is only for:

- repeating the visuals for emphasis
- explaining the few things visuals can’t say
- things only text can do, like explicit questions
- explaining where visuals came from

Here’s the thing:
An exhibition is a visual medium, not a textual one. Develop it visually until the last minute. Only use text to fill in what's left. 

Warmly,
Jonathan

P.S. Go ahead, hit REPLY and let me have it.