Wall labels for a museum whose median visitor is 68 years old.
Vellum
Overview
Labels set at 14pt in a gallery where visitors stand a metre and a half back. Type sized from measured viewing distance rather than from the label's own proportions. Visitors stopped leaning in, and dwell time per work rose noticeably.
Problem
Labels set at 14pt in a gallery where visitors stand a metre and a half back.
Approach
Type sized from measured viewing distance rather than from the label's own proportions.
Outcome
Visitors stopped leaning in, and dwell time per work rose noticeably.
Wall labels for a museum whose median visitor is 68 years old.
Labels set at 14pt in a gallery where visitors stand a metre and a half back. Type sized from measured viewing distance rather than from the label’s own proportions.
Visitors stopped leaning in, and dwell time per work rose noticeably.
40 windows • Type Design • Vellum — Museum label system