Interpretation is storytelling. Stories create meaning, explain the world & leave an impression on the reader. Without storytelling, a sign is just a bunch of words, meaningless, flat and forgettable.
Why do interpretation?
Interpretation has many possible objectives. It can be used to modify visitor behaviour, to enhance appreciation of a special natural / cultural value or to provide practical visitor service information.
All interpretation needs to be place-based and anchored in what the audience can actually experience. The experience can be sensory (‘look here at this plant‘, or ‘close your eyes and listen for a moment‘).
It can also be imagined (‘twenty million years ago the dry valley stretched before you was blanketed by a lush rainforest’). But even the imagined interpretive story needs to be referenced to a tangible thing in the present moment. A large tree hollow provides the reference point to tell the story of a powerful owl. A basalt column evokes an ancient volcano.
I do not believe in interpretive signage for its own sake. There must be clear purpose and need.
No matter how well designed, signage risks adding human clutter to a landscape. We ought remember that the landscape has priority. Signage should be sympathetic to the landscape, sensitive to the potential for loss of amenity.
Key Principles
No matter what the subject matter or the location of an interpretive signage, I always apply the same set of guiding principles to my writing:
- Authenticity – the integrity of factual information, including lived experience stories, is paramount. I take my information research very seriously. I apply the most up-to-date scientific insights and where necessary reach out to subject matter experts.
- Narrative tone – I have more than 20 years experience as a National Park educational ranger. My copywriting tone reflects this personalised delivery style. I want to audience to feel like I am talking directly to them. The writing should feel more like a conversation than a lecture.
- Big Picture – Insofar as possible, like to position the story within a MUCH larger, or older context. I try to represent the moment as part of a dynamic process of change or movement. Historic story interpretation should allow past events to linger briefly but then connect them to the present.
- Enhancing literacy – It is important to consider the accessibility of language for the intended audience. However, I don’t subscribe to the theory that copywriting should be pegged at a middle school comprehension level. We should not dumb down but rather seek to lift up our audience’s literacy levels.
