Themes or messages are the underlying organisational frameworks around which facts and stories about the topic are presented. They provide the foundation upon which the whole interpretation is built and help visitors comprehend and recall information.

• specific,
• attract visitor attention and
• stimulate interest.

The stories and information relating to a theme enable visitors to make connections between their experiences and the issues/features being interpreted. The best exhibits are those that build a personal connection between interpretive content and the visitors' experiences.