Assessing the Connotative Meaning of Animals Using Semantic Differential Techniques to Aid in Zoo Exhibit Development

This paper presents results from the testing of a simple visitor survey tool modeled on traditional semantic differential techniques to identify socially agreed traits or attributes that might influence audience bias toward an exhibit species. The authors from the Wildlife Conservation Society Institute suggest that understanding these connotative meanings can aid exhibit developers in the creation of experiences. Five tests were conducted with this methodology, each focused on a different animal (dolphins, sharks, cheetahs, zebras, and African wild dogs). With four of the subject animals, a set of traits emerged as those visitors commonly associated with the animal. For the fifth animal, the African wild dog, only one trait emerged as a strong descriptor, indicating a neutral response among the public. In each case, these findings were used by exhibit developers to shape the interpretive messages and plan for an exhibit. This article discusses the benefits and limitations of using this methodology in an exhibit design process and concludes that the method is useful for addressing preconceptions about what visitors think.