Movements and behaviors in exhibition spaces: an exploratory case study in a science center

Abstract

Science centers are informal learning environments where the visitors are in charge of their own learning process. This makes exhibition design a complex task that requires knowledge of what attracts visitors to interact with exhibits (and thereby, learn). From previous studies it is known that exhibition design may affect both movement and attention among visitors. However, little is known when it comes to the design of contemporary exhibitions in science centers.This exploratory case study, conducted at the mathematical exhibition Mathrix at Universeum in Gothenburg, aims at improving the understanding of what affects visitors’ movements and behaviors in an interactive exhibition. Based on the three perspectives; design, use and theory, the correlation between the visitors’ actual behavior and the exhibition design intentions were examined at both a structural level (layout and composition of exhibits) and an object level (exhibit design). To retrieve data of the visitors ́movements, interactions and exhibit attractiveness, field observations were performed at the exhibition and the visitors were asked to fill out a questionnaire. Thereafter, interviews were conducted with the designers in order to understand their intentions with the exhibition space at both a structural and an object level. The user and design perspectives were then analyzed inductively, with inspiration from the grounded theory method, in order to search for themes and patterns regarding the visitors ́ movements and behaviors. The result from the inductive analysis was then compared with a spatial analysis (Space Syntax) at a structural level and with theories of attention and motivation at an object level. The case study shows that exhibition design is a complex process, with difficulties to predict attraction to specific exhibits. The study also shows that it is not possible to rely solely on theoretical models. Visitors’ decisions to interact with exhibits are influenced by the exhibition design at a structural level but also by several factors related to personal, social and physical aspects. These aspects may be more or less conscious. A three layered model, with personal, social and physical aspects, is formulated in the study (based on the empirical data and motivated by existing theories). The model may be a helpful tool in order to understand these three aspects. It may be used both for evaluation of existing designs but also as a design tool during a creative process. By combining theoretical prediction models such as Space Syntax with the three layered model exhibition, designers can get a better understanding of visitors movements and behaviors.