ISEN-ASTC-L is a service of the Association of Science-Technology Centers
Incorporated, a worldwide network of science museums and related institutions.
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Decades of research in the field of advertising have led to the conclusion
that the optimum number of target audiences for any commercial message is:

one.

Attempting to reach multiple audiences requires you to diffuse your message.
 Diffuse messages are less effective for all audiences.  If you try to be
all things to all people, you'll end up being nothing to nobody.

Re: layered labels

I did not read Serrell's book as a rejection of layering per se.  Rather, I
understood her to say that layering designed to meet the visitor's needs
could be effective.  But layering designed only to meet the institution's
needs -- the desire to cram in more information, or to offer something for
everyone -- were, as Lisa notes, usually failures.

-- Eugene Dillenburg
Exhibit Developer
Science Museum of Minnesota
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