This chapter explores the factors that influence concept development and to define a planning framework and some principles that should assist in ensuring the quality of the end product. The marketing officer will take the lead on creating the audience development plan, as well as explore marketing opportunities during exhibition construction, and plan for the opening. Exhibition development can be hijacked by designers and there is a real risk in many displays of the objects becoming little more than window-dressing within an expensive layout of design media. The key point to make is that, even though aims and objectives may have already been spelt out in detail for the museum service, and/or for the museum as a whole, there will be some that are specific to an individual gallery or single-theme display. The underlying principle in most museum displays remains the same, however — appeals to all, and so rarely meets the full needs of anyone.