Science Museum

1. Critique the logo

Does it relate to the mission / subject matter / content? 

Is it appropriate for the audience?

The logo for the Science Museum makes great use of both space and font type to give the museum a trademark which relates fully to the subject matter of the museum itself. 

Perhaps the most notable feature about this logo is the breaking up of both “science” and “museum” into two rows.  This at first appears rather cryptic and illegible, but that initial feeling is soon eased by the uniformity we find among the font type.  The entire logo makes a near perfect rectangle, and the letters are lined in complete unison.  This allows us to “decipher” the message, which is exactly the method science chooses to answer the mysteries of the world.  This, of course, is in addition to the font type, which appears sharp and mechanical, as if it were engineered and robotic.  Thus, this logo is both perfect for the subject matter (science) and is clearly meant for a logical, thinking audience.

2. Navigation

Is there a clear path to exhibitions? 

Do the signs adequately navigate users?

Does the museum plan allow for several paths?

Is the handout/map legible for navigation?

Navigating the science museum was relatively painless.  Upon entrance to each floor/section, there was always a sign listing all of the exhibits that could be found on that level (along with arrows pointing out directions).  This was done cleverly, because it allows the public to decide for themselves if they would like to participate in those exhibits, rather than forcing them through each.  Indeed, having options was the best part about navigating this museum.  Each floor had multiple exit/entrance points (stairs, elevators, etc.) each located near a different exhibit on that floor.  This facilitated an open ended exploration of the museum, where one could exit the current floor almost on a whim in search of new excitement.  Signs near these exit points were also incredibly helpful, as they indicated the exhibits to be found on other floors, and whether to walk up or down.

The map was well laid out, uncluttered, and effective, with a font choice that is clear and legible.

Perhaps my only gripe with the layout of the museum was with the location of the exhibits labeled “Who Am I?” and “Atmosphere”.  They were located on the second and third floors respectively, though what I found strange was that the rest of the floor was inaccessible from these points.  Even though this rather isolated area only contained two exhibits, I still felt that it somewhat dampened the open ended feel.

3. Shop / Cafe

Describe how the shop and cafe extend or compromise the brand? Do products (merchandise) reinforce the brand?

The shop and café were both located on the ground floor nearby the entrance, therefore providing a memorable rest area where one could both purchase food and merchandise easily.  Both were labeled in the same mechanical font similar to that found on the museum’s main logo, thereby extending the brand, as well as allowing these areas to blend in easily with the rest of the museum. 

The café was laid out wonderfully.  There was a wall circling the entire thing that was probably a little over four feet in height.  This allowed one to peer into the café, which felt accessible.  On the other hand, the wall also created an enclosed, designated area which was completely distinct from any exhibit, allowing the customers to feel secure and comfortable.

The shop was also great.  It was a large, open space that allowed for free movement and exploration.  This made it feel like an exhibit of its own.  The merchandise also fit the brand.  The toys were fun, but were also incredibly interesting, and many had functions that made me think of science fields such as physics or robotics.  For example, as soon as I walked in, I noticed an employee standing in the center of the shop throwing a small boomerang in tight circles to himself.  Not only did this make me consider the wonder of the boomerang’s abilities, but his act of throwing this thing in a store encouraged shoppers to explore in a very “hands on” sort of way.  Thus, the exploration and discovery aspects of the museum were represented wonderfully well in the shop.

4. Display cases

Compare and contrast the display cases throughout the museum.

Do they function to protect? How is text integrated into the display?

Display cases tend to have a very difficult job.  They must both draw in the viewer by making the object accessible, and yet they must also separate the viewer physically from the object.  In my opinion, the Science Museum’s strength was in how they decided to functionally protect each object, and how the method changed depending upon what the object was.  For example, objects that were either small or fragile were kept in glass casings throughout the floor of the museum.  I agreed with this choice, as these objects, fragile as they are, need complete protection.  On the other hand, large objects that aren’t easily damaged (such as tractors, steam engines, etc), were often left in the open, with only a waist level railing surrounding them.  Sometimes they were elevated on a platform.  What I loved about this is that this displays trust while encouraging an interactive environment around the object.  And yet, it also displays clearly defined set boundaries. 

The text was very insightful and blended easily with the display.    Often, the text displayed a similar color scheme either with the display itself or with the environment surrounding the object (see the plasticity photo how the sign completely matches the red plastic environment).  If the text was located on a waist-high rail, there would frequently be an arrow pointing to the object it described.  Thus, attention was always being directed towards the object, which was clearly meant to be our main focus.  The text acted in a more supportive role.

5. Exhibits

Describe the details of your favorite exhibit

Consider color, layout, content, objects. Why is this memorable?

My favorite exhibit was definitely the “Who Am I?” exhibit.  Immediately upon entering the room, it became clear that the displays were very different from any I had seen up to that point. 

Nearly all displays were interactive.  At all points on the floor, I saw people laughing, poking at glowing screens, standing for a picture in front of a machine, etc.  One exhibit involved creating an avatar of yourself, where you would get your picture taken and then have it uploaded onto a screen.  From there you could analyze things such as your facial features.  At another table, various visitors sat at screens around a table, where they competed in games that tested things such as reaction time and memory.  At yet another display, one could test how masculine or feminine they really were by responding to a series of questions.  All of this was held in an open, free environment, encouraging us all to move around and to literally discover who we were in step-by-step fashion.  For the first time during the visit, I literally became the object of interest, and was allowed to explore to the fullest.  This is the true method of science, and therefore this exhibit felt like the best reflection of the museum’s theme.

6. Facts

What critical information did you learn from your visit?

In my opinion, one of the most important facts displayed within the museum was the DNA model, which was discovered in 1953 by Watson and Crick.  This structure facilitated our understanding of nearly everything we know about DNA, such as how it divides, why there are certain exact ratios among its molecules, etc.  It was a truly pivotal shift in our thinking, and expanded our knowledge within many fields like microbiology, medicine, and even evolution.  Thus, it deserved its spot in the museum, and I believe it is a critical piece of scientific history.

However, I would say that what I got out of this experience goes far beyond any one display.  For the first time, I actually was paying more attention to the layout of the museum, and attempted to understand why it was laid out the way it was.  Thus, I learned much more about design and functionality than I ever thought I would, and to me this was the most important part about the visit.