1) The document summarizes a study examining how design features impact visitor behavior in a museum setting. It describes the background, questions/hypotheses, methods, data analysis and conclusions of the study. 2) The study measured physical display features like lighting, clusters of art, and eye-level height and tracked visitor behavior like path, stop locations, and viewing time. 3) Analysis found correlations between display features like clusters and weighted locations and visitor behavior metrics like time spent and viewing frequency. The study suggested display factors could be used to design continuous exhibits and attract visitors.

1. Effects of Design Features on Visitors’ Behavior in a Museum Setting Ting-Ray Chang Oral Defense for Master of Arts in Interaction Design April 11 th , 2008

2. Presentation Background of study Questions & Hypothesis Function Model Methods Data Analysis Conclusion, Limitation, and Future Direction Q & A Committee time Time Table

3. Background of study Behavior Environment Actors Context

4. Actors Single adult visitors, including: KU Students Community/ Regional visitors Background of study Context

6. Environment The North wall with 29 art pieces of 20 th and 21 st centuries Background of study Context

7. Visitors’ paths, stop-locations, and viewing time/frequency Behavior Context

8. What Environmental Features Related to Design Decisions have an Impact on Visitors’ Behavior? Question

10. Curator’s Decisions (Based on museological and educational purposes and one’s background in art/history) Exhibition Designer’s Decisions (Based on the limitations and requirements of exhibits and one’s intuition/experiences of design) Visitors’ Behavior (length and frequency of viewing art display) Use of Space (movements in the space including pathways, distance between art and visitors, stops) Display of Arts (size, locations of art, distances between art pieces, lighting, clusters/grouping, eye-level deviation) Function Model

11. 1) Measuring physical settings of display 2) Rating art pieces by the curator 3) Tracking visitors’ viewing paths and stop-locations and documenting visitors’ time spent and frequency on art pieces 4) Grouping and Analyzing data Methods

13. Methods Mapping clusters and weighted-locations: The clusters of art pieces were identified by the physical locations on the wall. The “grouping” of viewing art pieces could affect the way visitors interact with the art. The weighted-location of an art piece is calculated by the total value of the rating of the surrounding pieces. The locations of art pieces could be defined by the importance of art pieces displayed nearby.

14. Methods Mapping distance between the art pieces: The average distance for one art piece from one’s center to the other surrounded pieces’ centers(image a.) and from one’s edge to the edges of other surrounded pieces (image b.) were measured and calculated in AutoCAD. Image a. Image b.

15. Methods Mapping Eye-level Height Deviation: The standard is based on Bailey’s human factors study (1996) where the median eye-level height is 62 inches. The distance from the center of each art piece to the 62 inches horizontal-line was measured as the eye-level height deviation.

19. 4) Categorizing and Analyzing data The data were complex with many factors and large quantity and were divided, categorized and analyzed in many ways in order to understand the data better. As an example, the data were categorized by visitors’ behavioral patterns. Methods Direction Path pattern Complication of path/cluster

27. Curator’s and Exhibition Designer’s Decisions Canonical Importance, popularity, museum goal Visitors’ Behavior Frequency, Time Display of Arts Lighting, Cluster, Eye-level deviation, Weighted-Location, Distance (from center of an art piece to others) Analysis

28. Curator’s and Exhibition Designer’s Decisions Canonical Importance , popularity, museum goal Visitors’ Behavior Frequency, Time Display of Arts Lighting(0.378**), Cluster(0.436**), Eye-level deviation(0.405**), Weighted-Location(0.470**) Distance (from center of an art piece to others) Analysis

29. Curator’s and Exhibition Designer’s Decisions Canonical Importance, popularity, museum goal Visitors’ Behavior Display of Arts Lighting, Cluster, Eye-level deviation, Weighted-Location, Distance (from center of an art piece to others) Analysis Frequency(0.469**), Time(-0.487**), Frequency(0,506**), Time(-0.466**)

30. Display of Arts Lighting, Cluster, Eye-level deviation, Weighted-Location, Distance (from center of an art piece to others) Curator’s and Exhibition Designer’s Decisions Canonical Importance, popularity, museum goal Visitors’ Behavior Time (-0.523**), Frequency(0.621**) Analysis

31. Curator’s and Exhibition Designer’s Decisions Canonical Importance Visitors’ Behavior Time Display of Arts Cluster, Weighted-Location Analysis [ + ] [ ] [ ]

36. Thank you for Your Time! Q & A