Goya, in color and words: the role of cultural design in the exhibition at the Memoriale Veneto della Grande Guerra

In 2023, Okam Imago designed the graphic and promotional materials for the temporary exhibition "Francisco Goya. Tutto va alla rovescia / Todo va revuelto. I Disastri della guerra" hosted at the Memoriale Veneto della Grande Guerra in Montebelluna.

In this post, we take you behind the scenes of the project that marked the beginning of a long-standing collaboration with MeVe.

Poster and flyer for the exhibition "Goya, tutto va alla rovescia – I Disastri della guerra"

As Fulvio Irace, professor at the Politecnico di Milano, notes in his introduction "Design & Cultura Heritage" ("Design & Cultural Heritage"), the word design is traditionally "associated with drawing and planning a consumer good within the logic of the modern industrial paradigm." However, in contemporary times, design has long ceased to produce only physical objects, evolving instead to propose:

itself as a service, as an activity capable of forging connections between different systems, expanding its reach from the realm of consumer goods to that of cultural experience.

We can then speak of Cultural Heritage design, but also of the cultural design of graphic systems within a museum or exhibition setup—encompassing both informative signage panels and promotional materials. These graphic elements are designed with a cultural sensitivity that enriches the visitor experience while respecting and highlighting both the artworks and their context.

As early as the "Guidelines for Overcoming Architectural Barriers in Cultural Heritage Sites" (2001), and subsequently in the "Communication Guidelines for Museums" (2015), MIBACT addressed museum layout standards, clarifying, for instance, that "the content of exhibition labels must be understandable to an audience of diverse educational and cultural backgrounds."

The design of an exhibition's graphic materials thus proves to be a crucial mediator: a visual bridge capable of translating the erudition of curators and art historians into accessible, engaging knowledge for all visitors.

The design of an exhibition's graphic setup is far from a mere decorative backdrop; it is a vital engine that amplifies the curators' voice, shaping the flow of information to make complex narratives accessible and engaging for the public.

The graphic layout designed by Okam for Francisco Goya's small-scale etchings centered on creating a complete informative graphic system: wall panels contextualizing the artworks, directional totems, and the exhibition colophon.

Exhibition design and visual identity project for "Goya, tutto va alla rovescia – I Disastri della guerra"

Cultural design on display. Informative graphic systems: signage and educational panels

Choices that might seem driven purely by a designer’s personal taste or the wishes of a curator are, in reality, the result of intentional research—designed to respect, reflect, and convey the unique qualities of the items on display.

Here are some key design strategies used to improve visitor experience and understanding:

Typography & Readability

• Typeface Selection: Typography is never neutral. Fonts carry historical echoes and cultural connotations. The chosen typeface must align naturally with the exhibition’s theme while ensuring optimal readability for a broad audience.

• Visual Hierarchy: Information hierarchy (headings, subheadings, body text) must remain clear and intuitive to guide every visitor smoothly through the content.

• Contrast & Sizing: Adequate contrast between text and background, combined with accessible font sizes, supports visitors with varying visual abilities.

Visual Coherence

• Maintaining strict visual consistency across all graphic assets and throughout the overall exhibition layout reinforces the project's cultural identity.

Information Flow & Structure

• Clarity & Conciseness: Presenting content in a clean, structured manner makes complex topics approachable—even for visitors with limited time or no prior background on the subject.

• Spatial Narrative: The physical placement of signage and the sequential flow of information guide visitors through a logical, engaging narrative arc.

Cultural Design in Promotional Materials: Posters and Social Media

To ensure complete visual consistency across all touchpoints, Okam Imago also produced the exhibition's entire promotional collateral:

• Outdoor advertising banners, installed along key town streets

• Templates and social media assets for the promotional campaign

• Promotional posters

• Digital graphic assets for online and website promotion

The key principles followed to coordinate all these storytelling assets are few, but essential—and always worth keeping in mind:

– Authentic Imagery & Messaging: The visuals and copy used in promotion must genuinely reflect the cultural substance of the exhibition, avoiding sensationalism or tired tropes.

– Adaptability Across Channels & Audiences: Design assets and messaging must adapt smoothly to different communication channels and diverse audiences. (In the case of this exhibition, we chose to exclude Goya's most gruesome scenes from promotional materials out of respect for the broad public who would encounter them).

– Clear & Accessible Practical Info: Key exhibition details—dates, hours, ticket prices, and accessibility options—must be effortless to find and easy for everyone to understand.

Before We Say Goodbye

In summary, the cultural design of graphic systems within a museum or exhibition setup requires:

• In-Depth Research: Understanding both the cultural context of the exhibition and the nature of its audience.

• Sensitivity & Respect: Avoiding stereotypes, oversimplifications, and cultural appropriation.

• Clarity & Accessibility: Ensuring information is clear, approachable, and accessible to all.

• Coherence & Harmony: Seamlessly integrating graphic elements with the overall spatial layout and the cultural identity of the project.

• Awareness of Impact: Remaining mindful of how visual and typographic choices shape the public’s perception and understanding of the narrative.

A thoughtful, culture-first approach to graphic design plays a vital role in creating an exhibition experience that is richer, more inclusive, and deeply respectful of cultural diversity.

If you enjoyed what you read—and what you saw—and think you could use a hand, reach out to Okam Imago.

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