4.   Interpretation should be based around a theme

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.

Effective themes are:

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.

How to develop themes

The key to developing appropriate themes is to approach your attraction from a visitors' point of view. Always keep in mind the characteristics, needs and interests of your target audience and regularly stop to ask: "If I were visiting here, what would I want to know about this area/topic/object?" You can even incorporate these questions into your sign.
 

Over the years, topics, themes, messages and stories have been labelled and defined in a number of ways. The authors of this web site regard topics as the major subject matter upon which the interpretation is based. Specific concepts relating to the topic are referred to as themes or 'messages'. These themes/messages are illustrated using facts and stories. Regardless of the terminology used, however, the process of developing effective themes is the same:

1. Identify your target market and define their likely needs, interests and previous experiences.
2. Conduct an assessment of your visitor site or attraction. Some issues you may want to consider include:
   • What do we have that is unique or rare (eg. plants, animals, artefacts)?
   • What experiences can we offer that are different?
   • Are there any interesting historical or social events that are specific to this area/attraction?
   • Are there any exemplary practices modelled, around which we can build our interpretation (eg. Recycling, energy conservation)?
3. Identify the major topic/s you wish to interpret.
4. Identify the core theme/s or message/s you want your visitors to absorb.
5. Gather stories and facts to illustrate the themes/messages.

A single topic can give rise to many different themes/messages. For example:

Topic	Possible themes / messages
Forest regeneration	'New life emerges daily from the forest floor' 'Forests are constantly evolving and changing' 'Careful logging ensures that forests continue to grow'
The importance of camouflage	'Things are not necessarily what they seem' 'Life in the insect world is a perennial game of hide and seek' 'Why hiding can be better than fight or flight'
The role of electricity in modern life	'Housework before electricity' 'What did people do before television?' 'Life is so easy with electricity.or is it?'
Chocolate	'The rise of the humble cocoa bean' 'Seven steps to perfection: the production of chocolate' 'Chocolate: cheaper than drugs and just as addictive!'

Hint: Effective interpretation involves reiterating the theme/s throughout the visitor attraction, so choose one/s that can logically link to all elements of your exhibit.