The Museum of Natural History (Naturalis) guides the visitor through the world of poison in it’s recent expo, Exhibition on Poison (Gif). The exposition was different from my usually travels, and stood out for the exceptional visitor experience, thanks to a handy guide all-done in the voice, images, and video clips of a specific guide persona, Freek Vonk, Ph.D.
The guide persona of Freek Vonk is used to create a consistent identity and brand, accompanying each expo and each new hall or space. The result it an integrated exposition, with an easy curation guiding from hall to hall.
Why it works:
- It is emotional: He is fun, the visitor feels that they have a connection with the character.
- It is memorable: he becomes a personification of the museum, its work, and the education.
- It is consistent – the same profile is used throughout the expo from start to finish.
- It is simple: He provides tips, tours, and nothing too complicated. It’s easy to understand, and designed for the right audience.
As an extra bonus, near the end of the exposition there is a glass window with a sneak view of the scientists and biologists at work, handling snakes and extracting poison. A very rare integration of the museum experts with the audience, literally watching them while they work.
Anyway, here are some images of snakes, frogs, and some other reptiles from the show.