The Art of Viewing Art: A study into the effects of museum labels, viewing behaviour, and visitortypes

Museums serve several different functions within society, from education to entertainment. For all objectives however, it remains important to provide the visitor with a good visiting experience. The current study investigates the presence and effectiveness of two possible influences on visitor’s experience. The first investigated topic regards the effects of museum labels on visitors’ emotional experience, and the second topic explores the impact of visitors’ characteristics on their viewing behaviour. Data was collected at the Rijksmuseum in Amsterdam over a span of three weeks, using three specifically selected paintings. Eye tracking glasses and questionnaires were used to gather data from 69 participants. The study found that the addition of a museum label helped with making the provided information for artworks clearer, which was especially relevant for paintings with a more subtle message. Secondly, visitors experienced more negative emotions viewing a slavery-related...Show moreMuseums serve several different functions within society, from education to entertainment. For all objectives however, it remains important to provide the visitor with a good visiting experience. The current study investigates the presence and effectiveness of two possible influences on visitor’s experience. The first investigated topic regards the effects of museum labels on visitors’ emotional experience, and the second topic explores the impact of visitors’ characteristics on their viewing behaviour. Data was collected at the Rijksmuseum in Amsterdam over a span of three weeks, using three specifically selected paintings. Eye tracking glasses and questionnaires were used to gather data from 69 participants. The study found that the addition of a museum label helped with making the provided information for artworks clearer, which was especially relevant for paintings with a more subtle message. Secondly, visitors experienced more negative emotions viewing a slavery-related painting when it was accompanied by a descriptive label, implying its aid in connecting visual information to (historical) context. No effects were found for visitors’ characteristics on viewing behaviour, emphasizing the influence of individual characteristics over group characteristics. These findings provide further insight into how visitors observe art in museums, and how to optimize this experience.Show less

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The Art of Viewing Art: A study into the effects of museum labels, viewing behaviour, and visitortypes