Moving and Connecting GalleryText Approach

Text Approach

Text Characteristics

All text in the Moving and Connecting Gallery should have the following characteristics:

Characteristic / DO / DO NOT
Accessible – Text should be written so that it is understandable and interesting to visitors with a range of intellectual skills and abilities. /
  • Write at a grade 6 level
  • Use commonly-used terms or expressions
  • If unfamiliar words or expressions are necessary, explain them on every panel or caption in which they are used
  • Use short paragraphs and small chunks of text
  • Write so that it sounds good read aloud (i.e., parent could read to child without stumbling or losing meaning)
/
  • Use specialised jargon or terms-of-art
  • Use unexplained acronyms
  • Write in long, unbroken blocks of text (more than 50 words)
  • Write sentences exceeding 30 words

Inclusive – Visitors should not be made to feel as though the exhibition is not “for” them through exclusive language or presentations. /
  • Pay attention to how the text will be read and understood by different audience types (women, children, teenagers, visible minorities, Indigenous, LGBTQ community members, people with disabilities, new Canadians, tourists, parents, etc.) – if anything gives you pause, remove it.
/
  • Use gendered, racialised or otherwise exclusive language (i.e., “workman”, “gypped”), even if it was used in the relevant time period
  • Assume visitors are coming with a shared experience or background
  • Use humour that depends on a shared cultural heritage for its meaning

Broad Appeal – Our audience is mostly made up of people who are not subject-matter experts, and we should reflect this in our writing. /
  • Write for a non-specialist audience
  • Provide all of the information that visitors need to make sense of the content
/
  • State facts or figures without explicitly explaining their meaning or significance
  • Assume that visitors come to us with knowledge about the subject

Engaging – Text should be written in a style that is compelling and engaging. It should always answer visitors’ “so what?” before they ask it, by making the information relatable and its significance clear. /
  • Use active voice
  • Acknowledge the choices and actions of people
  • Vary sentence length
  • Use titles to “hook” visitors
/
  • Use passive voice
  • Present history as inevitable
  • Use opaque or boring label titles

Non-Linear – Visitors will use a non-directed pathway, and pick-and-choose which text they engage with along the way. The text should be written in a way that acknowledges and facilitates that visitation approach. Remember that every piece of text could be the first text that the visitor reads. /
  • Write so that text works independently as well as harmoniously with all other text
  • Within a single panel or caption, text should be satisfying to read, with a beginning, middle and end
  • Explain acronyms or unavoidable unfamiliar language on every panel or caption in which it is used
/
  • Assume visitors have read other panels
  • Assume visitors have seen other exhibits

Avoids Gimmicks – Precious or cute wording that draws attention to itself will annoy visitors. Remember that your text is there for visitors, not for you to prove how clever you are. /
  • Write in clear, well-written sentences
/
  • Minimal use of alliteration
  • Minimal use of puns
  • Minimal use of exclamation points
  • Minimal use of metaphors

Tone and Voice

Each exhibition in the Moving and Connecting Gallery should have a distinct tone and voice, suited to the exhibition’s content and messaging, and the goals of the exhibition.

STEAM
The voice is of a seasoned storyteller or theatre actor. The voice can be dramatic, and wants to make you feel as if you are there. There is a hint of romance, but it’s a feeling of a love lost than an infatuation—the voice sees the flaws, and loves the them; the voice knows that the age of steam is coming to an end, and accepts that.
Traditional with a Twist – The exhibition covers traditional topics, using some expected artifacts. However, this is not a traditional progress narrative, nor is it a standard technology showcase. It presents rail and marine transportation as something built by, and built for, people. / DO
  • Emphasise human agency
  • Highlight unexpected content
/ DO NOT
  • Present the technology as independent agent
  • Treat technological facts as sufficient and interesting without context and consequence
  • Use clichés

OUTDOORS
The voice is of a young, enthusiastic teacher. It is knowledgeable, but not an expert. It is sincere and authentic, earnest and friendly. The voice wants everyone connect to the content and love it as much as they have. The voice doesn’t sugar-coat the less positive parts of the past. Instead, by shining a light on them and treating them fairly, it hopes to build a better future.
Personal – The exhibition is focused on human experience.The technology is treated as a tool for people to access and enjoy the Canadian outdoors. / DO
  • Adopt a warm and friendly tone
  • Go beyond a recitation of facts to consider cultural, political, social and personal dimensions
/ DO NOT
  • Use cold, technical language
  • Present content without a human connection

Nuanced – We aren’t trying to hide the darker aspects of the past, present and future. / DO
  • Address areas of controversy head-on
  • Use accurate and straightforward language
/ DO NOT
  • Glorify or celebrate people, places or things
  • Use people as “inspiration” in a way that ignores their flaws, fears, and other human traits
  • Use euphemisms to obscure difficult subjects

SOUND
The voice is of journalist who comes up on your Facebook feed, recommended by a friend. It is conversational and slightly bombastic—along the lines of Wired magazine. It has a point of view—there is no pretense that this is somehow “objective truth”. It acknowledges its place in the story. Every story starts with a punch to hook the reader in and make sure that they know that this is not your grandparents’ museum.
Intriguing – The exhibition should inspire delight and curiosity. / DO
  • “Did you know” tone
  • Invite people to ask questions, wonder, discuss
/ DO NOT
  • Didactic approach
  • Academic tone

Text Hierarchy

Text Type / Purpose / Characteristics / Text Coding / Word Count[1]
Exhibition Title
(all) /
  • Snapshot of the exhibition subject and scope, designed to be taken in at a glance
/
  • Arouses interest and curiosity
  • Has impact and meaning
  • Equally effective in English and French
  • One per exhibition
/ T1 / As short as possible
Advanced Organizer
(all) /
  • Introduction and orientation to the exhibition, establishing tone, sections and themes
/
  • Quick, clear, easy to read
  • One per exhibition
/ T2 / 20-40 words
Module Title
(SO, ST) /
  • Communicates module theme
/
  • Catchy and short
  • Intriguing
/ T1 / 1-7 words
Précis or Module Statement
(all) /
  • The one major point of the module
/
  • Direct, clear, simple
  • Easy to read
/ T2 / Up to 20
First Level Text
(ST only) /
  • Links directly to exhibition main message (big idea)
  • Explains reason for grouping (topic or theme)
/
  • More general than captions
  • One per module
/ L1 / 40-80 words
Second Level Text
(all) /
  • Communicates topics
  • Explains reason for grouping (topic or theme)
/
  • More general than captions
  • Less important than First Level Text
/ L2 / 30-60 words
Artifact Caption
(all) /
  • Includes title
  • Relates directly to specific artifact, making it clear why it is being presented here – what is its significance?
/
  • Active voice, direct address
  • Works independently as well as harmoniously with other labels
  • Refers to visible specifics
/ Acap / 25-60 words
(up to 75 words for a few key artifacts)[2]
Photo Caption
(all) /
  • Relates directly to specific photograph or image (trade literature, etc.), making it clear why it is being presented here – what is its significance?
/
  • Active voice, direct address
  • Works independently as well as harmoniously with other labels
  • Refers to visible specifics
/ Pcap / 25-60 words
Graphic Text
(all) /
  • Works with custom graphics (map, infographic, diagram)
  • Only where needed (not duplicating information in the graphic itself)
/
  • Simple, clear
  • Supports visuals
/ Gcap / As short as possible
AV Caption
(all) /
  • Relates directly to specific AV, making it clear why it is being presented here – what is its significance?
  • Includes duration
/
  • Active voice, direct address
  • Works independently as well as harmoniously with other labels
  • Refers to visible or experiential specifics
/ AVcap / Up to 25 words + duration
Interactive Caption
Interactive Instructions
(all) /
  • Relates directly to the interactive, making it clear why it belongs in the exhibition
/
  • Active voice, direct address
  • As short as possible
  • Instructions provide the information needed to complete the interactive
/ IAcap
IAinst / As short as possible

25 October 20181

[1] This is not intended to suggest that every type of text should be the same length – i.e., do not aim for the maximum word length on every text. Ask yourself: “How many words does this label need to have?” and restrict yourself to that number. Stick to the point or the best idea to support the message.

[2] Some captions may be much shorter than others – this is useful in suggesting to visitors which artifacts are the most important, and which are secondary (longer text interpreted as a more important artifact).