Scholars Hate Repetition, But Visitors Need It

“We already used that once, let’s use something else.”
— Someone In Every Project

Naturally, keepers of important collections and facts want to show as many as possible to the public whenever they get the chance. Which means never repeating things. Because repeating is giving up a spot for something we haven’t shown yet.

Of course, we can’t “repeat” a singular collection artifact (unless you make a facsimile). But you can repeat a digital image, or an idea, as often as you like.

Why would you?

Because visitors need it.

We can’t be transformed by something if we can’t remember it. And we won’t remember it if we don’t experience it several times. That’s why religion, education, and TV commercials are so repetitive.

An exhibition can change you only two times: when you are in one, and when one is in you — as a memory.

Here’s the thing:
Scholars hate repetition, but visitors need it.

The next time someone says “we already used that once, let’s use something else”, hold on. Maybe repeating our strongest ideas and images is exactly what we should do.

Warmly,
Jonathan