Have you ever been to a museum that totally “got you,” seemingly catering to your need to read the details of every exhibit? Or to easily find the one thing you came to the museum to see? Or just to use the museum as your social base for the day? And what about the opposite? You went to a museum you heard about and were so bored you hurried through the exhibits just so you could get out of there, and now you wouldn’t recommend it to anyone? Your experiences, whether good or bad, can in part be attributed to the museum design—including the layout of the museum, the number and types of exhibits, and how each exhibit is displayed or used. But, according to Mr. John H. Falk, your experience is more likely attributable to your “museum visitor identity”—in other words, for the purposes of this article, your museum “persona.”