Leo Martínez
Labels are an important component of any museum or gallery, helping visitors to view and appreciate the artworks on display. They serve as a bridge between the objects and the visitors, offering context, enhancing understanding, and sparking curiosity. Before creating a label for a painting in a museum, it is important to consider the target audience, the amount of information to be included, and the format and style of the label. The language used should be clear, concise, and inclusive, accommodating various literacy levels and, if necessary, multiple languages. Basic information such as the artist's name, title of the artwork, date, and medium should be included, with additional details provided through QR codes or booklets. Visual cues, symbols, and consistent font styles, text sizes, and spacing assist with the digestion of information.
| Characteristics | Values |
|---|---|
| Basic details | Artist's name, title, date, medium |
| Readability | Larger fonts, clear contrasts, accommodating various literacy levels |
| Language | Clear, concise, integral, avoiding jargon, inclusive, respectful |
| Tone | Serious, silly, or fake |
| Format and style | Uniformity, consistency of font, text size, spacing, and type |
| Content | Contextual significance, key things of interest, story-line information |
| Word count | 70-80 words for individual artwork labels, 100-200 words for introductory panels |
| Read time | 10 seconds |
| Additional details | QR codes, booklets, audio guides, children's labels |
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Keep it concise
Keeping your label concise is key to maintaining your visitors' interest and engagement. A standing read time of 10 seconds is the average time given by audiences to any one label, so aim for a word count of 70-80 words for individual artwork labels. Begin with the most basic details, or 'tombstone' information: the artist's name, title of the work, date, and medium. This factual information provides a quick but detailed sense of how the artwork fits into art history.
You can then add a short paragraph with further details, but keep it to a few key sentences to avoid overwhelming your visitor. This additional text should provide context and enhance understanding, perhaps including a short story about the object, its maker, or its journey to the museum. For example, instead of describing a historical artifact as simply "old," explain how it was used and how it compares to something similar today. This helps visitors to connect with the object and creates an emotional response.
Clear, active sentences are easier to read and understand. Avoid the passive voice and overly complex sentence structures. Choose language that is clear, concise, and accessible to a diverse audience, accommodating various literacy levels. If your museum caters to multilingual visitors, provide translations or summaries in other languages.
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Include the basics
When writing a museum label for a painting, it is important to include the essential information that answers the basic questions a visitor might have. This is often referred to as 'tombstone' information, and it provides a quick but detailed overview of the artwork. The most standard information included on artwork labels is:
- The artist's name: For a living artist, include their birth year. For a deceased artist, include their birth and death years.
- The artwork's title: The title of the artwork can be presented in plain text, italics, or bold, depending on your preference.
- The date of the artwork: This is usually the year the painting was completed.
- Materials or medium: List the materials used in descending order of prominence, similar to a list of ingredients.
Other basic information that can be included in a museum label for a painting are:
- Dimensions: The size of the painting can be included in the label, especially if it is a large work with variable dimensions.
- Ownership and credit line: This includes information on who currently owns the painting and how it was obtained, such as through a gift or purchase.
- Donor credit: If applicable, credit can be given to the donor of the painting.
- Catalogue number: Museums often include their own cataloguing number for the artwork.
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Make it intriguing
The main purpose of a museum label is to bridge the gap between the artwork and the viewer, offering context, enhancing understanding, and sparking curiosity. The label should engage the viewer and encourage them to ask questions. Begin with an intriguing fact, a question, or a thought-provoking statement to draw them in. For example, instead of writing, "This vase is 2,000 years old," try, "Imagine holding something crafted two millennia ago." A history museum curator once used the phrase, "This sword once changed the course of a kingdom," to introduce a medieval artifact. Visitors were curious and often asked staff for more details.
Clear, active sentences are easier to read and understand. For instance, instead of saying, "This painting was created by the artist in 1890," say, "The artist painted this in 1890." Avoid the passive voice and overly complex sentence structures. Each label should communicate a single, clear idea. Avoid the temptation to include too much information. If additional details are essential, consider offering a QR code or a booklet for further reading.
Connect the object or concept to something familiar to visitors. For example, instead of describing a historical artifact as simply "old," explain how it was used and how it might compare to something similar today. One museum used a relatable comparison by describing an ancient Roman cooking pot as "the slow cooker of its time." Visitors instantly understood its purpose and context.
Whenever possible, weave a short story about the object, its maker, or its journey to the museum. Stories create emotional connections and make exhibits more memorable. A natural history museum included a story about how a fossil was discovered by a farmer's child on their property.
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Avoid jargon
When writing a label for a painting in a museum, it is important to keep in mind that the label should be accessible to all visitors. This means avoiding jargon and technical language that might confuse or overwhelm your audience. Instead, opt for clear and concise language that is easy to understand.
Consider who your visitors are and tailor your language accordingly. If you are expecting school groups or families, you might want to avoid jargon altogether and use a more playful or engaging tone. For example, instead of using technical art terms, describe the painting using sensory details and emotional language that visitors of all ages can connect with.
Even if you are targeting a specialist audience, it is still important to strike a balance between providing essential information and avoiding overly complex language. Remember that your goal is to enhance understanding and make the painting more accessible, not impress visitors with your technical knowledge.
Keep in mind that the design of your labels is also important. Use legible fonts, adequate spacing, and an uncluttered layout. Place labels at an appropriate height and angle for easy reading. By considering both the content and design of your labels, you can ensure that your message is communicated effectively.
Finally, remember that the label should not only provide information but also spark curiosity and engagement. Use intriguing facts or thought-provoking statements to draw visitors in and anticipate their unspoken questions about the painting. By avoiding jargon and focusing on clear, engaging language, you can create labels that are accessible, informative, and memorable.
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Consider formatting
The standard information included on artwork labels typically includes the artist's name, birth and death dates (or year of birth for living artists), the title of the artwork, and the date of the artwork's completion. The title of the artwork can be presented in plain text, italics, or bold, with the latter two options helping to differentiate the title from the rest of the information.
Beyond this standard information, the length and content of the label will depend on the intended audience. If the exhibition is aimed at school groups or general audiences, avoid overly technical jargon and instead use clear, concise, and engaging language. If the exhibition is aimed at specialists or researchers, more technical language may be appropriate. Regardless of the audience, it is important to use clear, active sentences and avoid passive voice and complex sentence structures.
The average standing read time for a label is 10 seconds, so keep the word count to a minimum—around 70-80 words for individual artwork labels and 100-200 words for introductory panels. If you have a lot of information to convey, consider providing additional content through QR codes or booklets.
To enhance readability, use larger fonts, clear contrasts, and a consistent format and style throughout the exhibition. Studies suggest that fonts such as Helvetica Regular, Verdana, and Arial in a size of at least 18 points are the easiest for the eye to comprehend. If your museum caters to multilingual or visually impaired visitors, consider providing translations, Braille labels, or audio descriptions.
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