The Role of Attention in Designing Effective Interpretive Labels

Abstract

Processes of attention can provide a conceptual framework for understanding visitor reactions to interpretive labels. In this article, three principles of attention are used to organize what we know about interpretive label design. The first principle, selectivity, suggests that the distinctiveness or salience of a label or object will influence which of many elements will be given attention. The second principle, motivated focusing, states that motivation is enhanced by minimizing the amount of effort, increasing cognitive-emotional arousal and minimizing distractions. The last principle, limited capacity, proposes that the resources of attention have a limited capacity and are depleted over time with effort expended. Findings of research studies and specific principles (e.g., an isolated object receives more attention than an object embedded in dense stimuli) are described within this conceptual framework.