Writing your exhibition description
How to describe your show so people actually want to come
01. Your description is an argument for leaving the house
Every exhibition description on Plaarts is a chance to convince someone to visit. Not with hype or jargon, but by telling them what they'll actually see and why it's worth the trip.
02. A simple structure that works
Aim for 40–80 words. That's enough to intrigue without overwhelming. Here's a structure that consistently works well:
Hook
The most compelling thing about this show, in one sentence under 16 words.
The artist
Name, medium, one humanising detail. Who is this person?
What it's about
The theme in human terms, connected to something the reader can feel or picture.
Practical details
Dates, free or paid, any special event like an opening night or artist talk.
03. What works and what doesn't
Too much jargon
The artist interrogates the liminal space between materiality and absence, deploying a visual praxis that simultaneously destabilises the viewer's relationship to the biopolitical.
Nobody knows what they'd actually see. The jargon works as a gate, not a welcome mat.
Too generic
Come see some really cool paintings! You don't need to know anything about art to enjoy this fun show!
No substance underneath the enthusiasm. What paintings? What's the show about?
Specific, human, inviting
Photographer Ana Ruiz spent two years documenting the changing face of Amsterdam-Noord: the buildings coming down, the communities being pushed out, and the stubborn beauty that remains. Her show mixes photos with objects she collected from demolition sites: doorknobs, tiles, handwritten notes found in walls. Free entry, open Thursday through Sunday.
You know what you'll see, who made it, why it matters, and how to go, all in the tone of a friend who just came from the opening.
04. Quick tips
- Would you actually say this to a friend over coffee? If not, rewrite it.
- Name the artist. Name the medium. Name the neighbourhood. Specificity is what separates a recommendation from a brochure.
- Show enthusiasm through substance, not adjectives. Don't say it's 'amazing'. Describe what makes it worth seeing.
- Keep sentences under 22 words. Read it aloud. If you stumble, simplify.
- Avoid art-world jargon: 'interrogates', 'praxis', 'liminal', 'discourse'. If your neighbour wouldn't use the word, you probably shouldn't either.