EXPERT INSIGHTS featuring Geoff Thatcher
The Power of Plot: Engaging Audiences Through Storytelling
February 17, 2025
The Story Unfolds
We have all been to exhibits that look beautiful but feel empty—spaces where the facts are present, but the soul is missing. As museum professionals, we know that the difference between a forgettable stroll and a transformative experience is the strength of the story being told. It is the narrative thread that pulls a visitor in and gives them a reason to care. To explore how we can better weave these threads, we sat down with Geoff Thatcher of Creative Principals to discuss the essential role of storytelling in every aspect of a gallery.
Foundations for Exploration
We often believe that storytelling begins at a desk, but Geoff argues it actually starts with on-site exploration and research. Whether it’s walking through a town, attending local festivals, or digging through forgotten archives, physical immersion reveals the textures that a search engine might miss. He notes that "great creatives and experienced designers find those connections and find those weird things that really lead to fantastic ideas," and to build an authentic world, you have to be willing to find those quirks and human connections that already exist. This level of discovery ensures the story is rooted in something real rather than something manufactured.
“...the difference between a forgettable stroll and a transformative experience is the strength of the story being told.”
Distilling the Simple Idea
At its heart, a great exhibit does not need to be complex; it is a "simple idea" that can be expressed in just a few words. Thatcher pointed to Disney’s Animal Kingdom as a prime example, where every single design choice was built around the "intrinsic value of nature." When we establish a clear, simple theme early on, it acts as a North Star for the entire team, ensuring that every interactive, wall graphic, and staff interaction is pulling in the same direction.
"The basic thing we're trying to find," he said, "is what's the simple idea that's going to inspire the design and inspire the experience." Distilling a vision down to its essence in this way prevents the "educational clutter" that can sometimes overwhelm our young learners. Instead of trying to teach twenty different concepts at once, we focus on the one core message that will inspire a visitor to keep exploring.
The Bravery of Execution
Identifying a simple idea is only half the battle; the real work lies in having the guts to stick to it when things get difficult. We discussed how Holiday World decided to offer free sunscreen and soft drinks because it served their core story of being "first for family fun." By removing the "nickel and diming" that often stresses parents out, they transformed a simple transaction into a narrative of hospitality—treating visitors like guests in their own home rather than just customers. As Geoff points out, "it takes a lot of bravery and courage to stand by that and make those decisions based on a simple idea." In our world, that bravery means saying no to "cool" ideas or easy revenue streams that don't actually serve the specific story of family care we are trying to tell.
It is often tempting to play it safe or allow a committee to water down a concept until it feels clinical and generic. However, a story that tries to please everyone often ends up moving no one. Staying consistent requires a level of discipline that can be uncomfortable, but it is the only way to build a space that feels intentional and authentic to the original vision.
“When an experience feels clinical or soulless, it isn’t usually a failure of the construction budget; it is a failure to engage the visitor’s heart and imagination.”
Connecting Through Emotion
The difference between a "fine" museum visit and a life-changing one is almost always the emotional connection established through the narrative. Facts provide the foundation, but emotion provides the memory. If we want our guests to walk away with more than just a few trivia points, we have to find the human angle that makes them care about the subject matter. Geoff believes the ultimate challenge for any creator is this: "The biggest question really is, are you brave enough to embrace your true story?" To answer that question, we have to move past the "how" of a machine or a historical event and dive into the "feeling" of the people behind it. Authenticity is the key to this emotional resonance. Whether we are telling the story of the space shuttle or the history of a local neighborhood, we have to look past the surface-level polish to find those truths that guests are actually looking for.
Leaving a Lasting Mark
We wrapped up our conversation by reflecting on the ultimate cost of a weak narrative. We have all experienced that hollow feeling of leaving a venue and realizing it was a "waste of money" or time—not because the building wasn't nice, but because the story was lacking. When an experience feels clinical or soulless, it isn't usually a failure of the construction budget; it is a failure to engage the visitor’s heart and imagination.
In the end, a truly engaging story is what makes the investment worth it for both the museum and the family visiting on a Saturday afternoon. By focusing on simple, brave, and emotional storytelling, we ensure that our galleries aren't just spaces to pass through, but places that leave a lasting mark.
