Balance – maximise variety and coherence. The goal of every exhibition should be to increase the variety of the visitor’s experience, whilst ensuring the maximum coherence. This means that the greater the number of different media, the more important it is that these be articulated clearly, and a clear hierarchy established for the visitor’s experience: objects, interpretive texts, secondary materials. The best exhibitions are ruthlessly coherent and provide a rich context in which to look at art in different ways.