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?

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.

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.

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.

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.