Crafting Emotional Engagement in Heritage Interpretation and Museum Exhibitions

As someone deeply invested in heritage interpretation and museum exhibition planning, I’ve always been fascinated by the power of emotional engagement. Every designer and curator dreams of crafting that elusive “wow” moment—a visceral experience that moves visitors and lingers long after they’ve left. But how do we achieve this?

To begin, we need to understand the duality of emotional experiences. Emotions and feelings, though often used interchangeably, are distinct. Emotions are immediate, physical reactions to external stimuli—like laughter or tears. Feelings, on the other hand, are the subjective interpretations of those emotions. For instance, hearing a joke might make us laugh (emotion) and feel joy (feeling). If we tell the joke ourselves, that joy might be replaced by pride or satisfaction.

Creating Emotional Engagement in Museums

Research into learning environments in museums has identified two key drivers of emotional engagement: multisensory experiences and shared experiences among connected groups (Bamberger & Tal, 2008; Forrest, 2014). Both tap into the human need for sensory stimulation and social bonding.

Let’s take a zoo exhibit as an example. Imagine an interpretive display illustrating the kangaroo’s extraordinary jumping ability. Here are three ways such an exhibit might engage visitors emotionally:

1. Abstract-Passive Engagement: A sign describing the kangaroo’s jump distance engages sight and provides information. It’s interesting but lacks a deeper connection.

2. Tangible-Reflective Engagement: Ground markings showing the jump distances introduce a comparative element, making the information more relatable.

3. Tangible-Active Engagement: Interactive ground markings inviting visitors to mark their own jump distances encourage physical participation and foster social interaction. Suddenly, the experience becomes memorable and fun—a perfect blend of emotional and physical engagement.

Addressing Feelings: An Ethical Balancing Act

Historical and heritage sites often grapple with challenging narratives of hardship, loss, resilience, or hope. Such stories elicit profound feelings, shaped by each visitor’s personal mental interpretations.

However, there’s a fine line between evoking emotions and manipulating them. Consider sites that lean heavily on tear-jerking videos or tragic central characters. While these techniques can be impactful, they also demand ethical responsibility. Visitors’ emotions and feelings should align with the site’s core values and objectives, ensuring authenticity and respect.

For instance, if a site emphasizes themes of sacrifice or dark heritage, it must carefully balance emotional weight with messages of hope and purpose. This is particularly important for young audiences. Imagine designing a “feelings graph” for a site visit: starting on a positive note, delving into challenging emotions, and concluding with uplift and inspiration. Such an approach ensures visitors leave with a sense of meaning rather than despair.

A feelings path during a visit to a dark heritage site

Designing for Emotional Journeys

Translating this emotional journey into the physical flow of an exhibition requires meticulous planning. The arrangement of interpretive tools, visitor routes, and even crowd management must align with the intended narrative arc. On busy days, care must be taken to prevent visitors from starting at the “positive” stations and ending on a “negative” note.

This is where the curator’s ethical responsibility comes into play. We must ensure visitors leave enriched, not burdened. What we omit from an exhibition is as important as what we include. Striking this balance demands thoughtful, intentional planning.

A Personal Reflection

When I work on heritage projects, I often reflect on the profound responsibility we carry. Crafting an emotional experience isn’t just about dazzling visitors; it’s about leaving them with something meaningful and transformative. Every design choice—from the narrative flow to the physical layout—shapes how visitors connect with heritage and culture.

As European heritage professionals, we’re privileged to steward a continent rich with stories. By blending emotional resonance with ethical integrity, we can create spaces that educate, inspire, and, most importantly, stay with people long after they’ve left. Isn’t that what great interpretation is all about?

References

Forrest, R. (2014). Design Factors in the Museum Visitor Experience. A thesis submitted for the degree of Doctor of Philosophy at The University of Queensland, Australia.

Bamberger, Y., & Tal, T. (2008). Multiple outcomes of class visits to natural history museums: the students’ view. Journal of Science Education and Technology, 17(3), 274-284.