The power of the written word: Interpretation and signage

Like all forms of communication, interpretation relies on a two-way flow of information. Thus, interpreters need to build on the experiences, knowledge and interests of their expected audiences. While face-to-face interpretation can be tailored to meet the interests and questions of individual visitors 'on the spot', interpretive signage is relatively inflexible. It does not allow the audience to provide immediate feedback or ask questions, and consequently, needs to be much more exact than other types of interpretation.

The best way to ensure your interpretive sign is effective is to view the attraction/exhibit from a visitors' viewpoint and ask:

• "What would we want to know about if we were visiting this?"
• "What questions would our visitors ask us if they could?"
• "What will our visitors already know, and how can we build on this?"

The answers should form the cornerstone of your interpretive signage.

A word of warning!
Like all forms of communication, the danger of audiences misunderstanding your message is very real. The importance of carefully checking your signs for double meanings, culturally specific explanations, confusing sentences and unclear meanings cannot be overstated! This is particularly important when designing warning signs, as misunderstandings may lead to severe injury and even death. It is critical that all warnings are clearly stated, and that they take into account the likely experiences and knowledge of prospective readers. That is, while locals may be very aware of potential dangers posed by wild animals, weather conditions, environmental hazards and so on, visitors may have no knowledge or experience of these. Thus, the function of warning signs is to be both informative and preventative.