You have one job.

Great interpretation panel

Visiting heritage attractions, museums and zoos should always be a great day out. But, if we don’t broadcast a message and influence how our visitors think and feel, then really, what’s the point?

Looking for a good time?

A good example of bad interpretation

When I was growing up I was one of those kids who was too impatient to battle through boring museum panels, largely because I had better things to be doing. I wanted the content to be easy to read and understand, and I also wanted to be entertained.

Why your swanky museum might be crap.

Whether you have millions to spend on your museum or not, its success relies upon stories and relevance. Here’s how small museums can sometimes win over large, multi-million-pound attractions.

The Interpretation Handbook.

Interpretation panels are the most common form of communication between museums and their visitors. Sadly, many panels are so painfully difficult and onerous to read that visitors often don’t bother. We’d like to change that.

Zoo guidebooks and interpretation panels.

Some zoos, unfortunately, suffer from the same interpretive challenges which afflict many museums and heritage attractions, believing that the exhibit itself is enough to enthral the visitor.

Bad copywriting is bad for business.

Incorrect apostrophe examples

When I was a youngster, I thought most household name businesses would have a huge marketing department. It would be chock full of experts with an almost supernatural understanding of human psychology.