The phrasing of labels at interactive science exhibits can affect visitors’ feelings, attitudes and actions. The Exploratorium traditionally has avoided posing questions in labels for fear of intimidating visitors or making them feel unknowledgeable. Instead, the museum has offered suggestions or instructions in labels. However, prior research indicates that questions in diorama labels can increase visitor engagement. In the present case-study of a single exhibit, we compared three labels and assessed visitors’ attitudes and behavior. Interviewing 60 visitors, we found a preference for labels containing both questions and suggestions. We also observed 96 visitors as they used the exhibit with one of the three versions of the label. The results indicated there was no effect of label type on the number of actions visitors took or on holding time. The results of the case study suggest that visitors prefer a mix of questions and suggestions in exhibit labels, but that this type of phrasing may not always affect visitor behavior.
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