More valuable than gold: Your visitors attention

Lightning Talk

Friday, April 16, 2021: 12:30pm - 2:00pm - - Lightning Talk

Michael Neault, Art Institute of Chicago , USA

Museums often discuss methods for attracting the attention of visitors, but how do you effectively manage that attention once you actually have it? As visitors navigate the online or the onsite experience, they have a limited amount of time and attention — how do you guide them respectfully, ethically, and engagingly? Living outside an advertising model, museums don’t need to follow the practices of other “attention merchants,” like streaming video or journalism, who fiscally benefit from every click or every minute watched. This lightning talk will cover the internet, the gravitational pull it has on your attention, and how you can intentionally respect your visitor’s attention through design.