Presentation to Visitor Studies Association Conference, Albuquerque NM July 2014

1. A novel way for characterising exhibition
environments
Regan Forrest, University of Queensland, Australia

2. Exhibition
Environment
“Design”
Perspective
“Pedagogical”
Perspective
Peer
critique
Environment as
incidental
Visitor
Perspective

3. Person-in-
Environment
• Environmental Properties
• Visitor (Consumer) Needs
• Intended Atmosphere
Perceived
Atmosphere
Visitor
Responses
• Affective
• Cognitive
• Behavioural
Adapted from Kotler, 1974;
reviewed in Forrest, 2013
A Model for “Museum Atmospherics”

4. Build upon existing qualitative research (e.g.
Packer, 2008; Roppola, 2012)
Existing quantitative research has focused
on relating a “good” environment to
marketing-related outcomes (e.g. Bonn et al 2007)
“Good” doesn’t tell a designer much – can
Perceived Atmosphere offer a better snapshot?

5. Qualitative research exploring how visitors
describe exhibition environments
Pilot test terminology as semantic
differentials and Likert scales (n=172)
Refine word list to produce 30 semantic
differentials (7-point scales) e.g. Dark-Light;
Active-Passive; Linear-Winding
Use in visitor survey across four exhibition
galleries at South Australian Museum (n=602)

6. “Measurement of Meaning” (Osgood et al, 1957)
Colour emotion research
◦ Activity, Potency, Temperature
Retail lighting design – “atmosphere metrics”
◦ Cosiness, Liveliness

7. Factor
1 2
Dramatic-Plain .719
Active-Passive .712
Vibrant-Dull .705
Ordinary-Striking -.597
Dynamic-Static .583
Colourful-Neutral .572
Energetic-Serene .515
Flat - 3-Dimensional -.442
Varied-Repetitive
Subdued-Bright
Cosy-Formal
Simple-Complex
Small scale-Large scale
Wide-Narrow .704
Spacious-Confined .672
Open-Enclosed .509
Cluttered-Uncluttered -.462
Hidden-Obvious
Factor
3 4
Linear-Winding .584
Traditional-Modern .545
Symmetrical-Asymmetrical .538
Evenly Lit-Targeted Lighting .518
Dark-Light -.498
Old-New .473
Warm-Cool
Hard-Soft
Ordered-Jumbled .777
Organised-Random .622
Structured-Unstructured .524
Flowing-Discontinuous .454
Principal Axis Factoring with Varimax rotation.
Factor loadings below 0.4 are suppressed.

8. Vibrancy
◦ Dramatic, Active, Vibrant, Striking, Dynamic, Colourful,
Energetic, Three-Dimensional
Spatiality
◦ Wide, Spacious, Open, Uncluttered
(the variable formerly known as) Modernity (Theatricality?)
◦ Winding, Modern, Asymmetrical, Targeted Lighting, Dark,
New
Order
◦ Ordered, Organised, Structured, Flowing

9. No gender difference besides a slightly higher
spatiality rating from females
Perceptions of vibrancy increase (a bit) with
age
No apparent differences according to visiting
group, history of visiting SA Museum or
reason for visiting

10. Perceived Atmosphere – Gallery Comparisons
(Zero = neutral score on 7-point Likert scale)
-1 -0.5 0 0.5 1 1.5
AACG-G
AACG-1
PCG
SABG
Individual Gallery Comparisons
Modernity Vibrancy Order Spatiality

11. Pacific Cultures (PCG)
Lowest Vibrancy
Most Traditional (least
Theatrical)
Moderate-High
Spatiality
Moderate-High Order

12. Aboriginal Cultures-1
Moderate Vibrancy
Moderate – High
Spatiality
Moderate Theatricality
Moderate-High Order

13. Aboriginal Cultures - G
Moderate Vibrancy
Moderate Spatiality
Moderate Theatricality
Moderate-High Order

14. SA Biodiversity (SABG)
Highest Vibrancy
Lowest Spatiality
Highest Theatricality
(N.S)
Moderate-High Order

16. Quick and easy to administer
A “macro” perception of the exhibition
environment that is content-neutral
A visitor-centric way of comparing,
benchmarking and evaluating exhibition
environments

18. More exhibition types
Temporary exhibition
galleries
Travelling exhibitions
This is where you come
in!

19. r.forrest1@uq.edu.au
regan@interactivate.com.au
@interactivate
facebook.com/interactivate

20. Independent variables
◦ Vibrancy (8 items as semantic differentials)
◦ Spatiality (4 items as semantic differentials)
◦ Order (4 items as semantic differentials)
Dependent variables
◦ Cognitive Engagement (7 environmental cognition statements)
◦ Affective Engagement (8 emotion items as semantic differentials)
◦ Relaxation (5 items as semantic differentials)
◦ Cognitive Overload (4 environmental cognition statements)
◦ Displeasure (8 emotion items as semantic differentials)

21. DVs  1. Cognitive
Engagement
2. Cognitive
Overload
3. Affective
Engagement
4.
Relaxation
5.
DispleasureIVs 
Vibrancy .63 -.23 .52 .22 -.24
Order .17 -.36 .16 .15 -.12
Spatiality .09 -.15 .12 .26 -.11
Adjusted R2 .56 .35 .43 .23 .13