1: It needs to be big. The bigger the better and the taller the better, so if there are thirty people in front of you you can still see it.
2: It needs to be repetitive. You need to get the message from a). one work in the series, or b). one part of the whole work, because you won’t be seeing it all at once.
3: It needs to grab you fast. There’s a lot of competition out there, and if something bigger or shinier pops up, “poof!” You’ve lost your audience.
4: The message needs to be simple and easy to remember. “Ah, I get it, this time the woman is real and the man is the object” “OK, that’s made of steel, but the steel is folded like cloth.” And it needs to be easy to describe, so later, over a Campari: "Which were your favourites?" "I liked the black and white photos of the black woman." NOTE - I did not make that last one up. I heard it by eavesdropping on two mid-20s art students.