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Adler Planetarium adults answer appeal Aquarium Art Museum audience audio better big idea body copy Brookfield Zoo Brooklyn Children's Museum captions Catherine O'Leary Chicago color communication goals Denver Art Museum diorama draft editing educational example exhibit developers exhibit elements exhibit labels exhibit planners exhibit team feel FIGURE focus groups formative evaluation front-end evaluation graphic design history museum images interactive device interactive exhibits interest interpretive labels label text label writers layers layout learners learning styles legibility levels look majority of visitors messages modalities multiple museum exhibitions museum practitioners Natural History NOTES FOR CHAPTER number of words objects panel paragraphs person photo by author questions read labels readers science museum screen serif Serrell Shedd Aquarium space specific spend story summative evaluation things tion typeface types of labels typography visitor behavior Visitor Studies visual vocabulary whole exhibition writing