Evaluation of augmented reality communication using the visual framing methodology

Augmented Reality (AR) and Virtual Reality (VR) technologies have been increasingly employed in exhibition communication in the last decade. These tools may also be used to assess the results of museum learning. Despite growing adoption, little research has examined how AR/VR technologies convey exhibition content and support interpretation. Museum exhibitions catalyse aesthetic enjoyment, but they are also sophisticated learning environments that are sources of knowledge, like learning tools or textbooks. Furthermore, museums may be interpreted as specific learning spaces where basic concepts, value structures and interpretive models of relevant shared culture are articulated. This paper presents usability studies of AR-based exhibition guides developed by the first author. Three visitor studies (pilot, improved version, optimized tool) in different exhibition settings with 142 students were designed. Our objective was to assess how AR-based guides enhance communication and visitor experience. To this end, we developed an evaluation tool grounded in visual framing theory, aimed at measuring how effectively these tools convey curatorial messages and support interpretive engagement in exhibition contexts. The results of this study showed the successful application of the guide and the high potentials of virtual technology for visitor engagement and museum learning.