An empirical study in a university museum (N = 480), where signage was experimentally manipulated and where the style of the works of art was controlled for, showed the following results. The location influences the recall of the titles: The titles of the works located in the middle section were better recalled than those at both ends. Location plays a minor role in the recall of paintings. Signage enhances the recall of titles in only the entrance hall; it has no effects or reduces recall of titles for the remaining halls. Similarly, signage has no effects on the recall of paintings, mostly because visitors tend to pay more attention to the realization of their task than to the exhibits. It is reasoned that recall of information is conditioned by cognitive mapping of the environment.
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