ABSTRACT
This chapter opens by proposing a way to better communicate with different audiences based on the research of the famous psychologist Robert Cialdini. It explores the interference between reading panels, labels, etc., and looking at museum objects, and how to deal with it. It also introduces concepts like audience design, which can be useful when speaking to museumgoers. It addresses the issue of museums as the major “decontextualisers” of exhibits. By and large, it is a short presentation of the main features of speech perception, reading, speaking, and writing that can be effectively adapted to the museum environment.
