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Exhibit designers play a key role in helping museums and similar institutions achieve their educational goals. Museums are responsible for providing public access and information about their collections to visitors and scholars. They accomplish this by designing exhibits that display objects and contain contextual information. Because museum visits are interactive experiences, exhibit designers have a responsibility to provide the visiting public with provocative exhibitions that contain visual, emotional, and intellectual components. To achieve this transfer of information, designers must create a "conversation" between exhibits and observers.