If you were unexpectedly handed a pop quiz in chemistry, I’m sure most of you would panic—understandably. But if it were a pop culture chemistry quiz, you’d probably nail it. We may stumble over our Au, Mn, and Bh abbreviations, but we effortlessly remember that Vibranium powers Wakanda in Black Panther, kyber crystals fuel Jedi lightsabers in Star Wars, and Unobtanium is the (absolutely ridiculous) sought-after element in Avatar.
Yet, if I asked you where aluminum comes from—the most abundant metal on earth—would you know?*
This dramatic discrepancy highlights a fundamental issue in how we teach and learn science. Fictional stories captivate us with immersive worlds, compelling narratives, and emotional connections, making them unforgettable. In contrast, real scientific facts often fail to leave a lasting impression. So, how can we make learning as engaging and memorable as our favorite Marvel films? The simple fact is that science needs a story.
Stories are the bedrock of human communication, and have been for millennia. They are powerful tools for conveying information, evoking emotions, and nurturing connections. Neuroscience tells us that our brains are wired to remember joy and excitement. Dopamine, serotonin, and oxytocin—the chemicals associated with pleasure and bonding—enhance our ability to learn and retain information.
By weaving scientific concepts into stories that evoke curiosity and wonder, we can make learning not merely informative—but enjoyable and memorable. Stories can transform mundane and abstract facts into engaging, emotional narratives.
One effective way to leverage storytelling in education is by looking at adjacent industries. No one engages their guests better than theme parks; even their retail delivers on storytelling. They do so through three key levers: world-building, agency, and emotions.
Every year, visitors drain their wallets to walk through Diagon Alley, the Mushroom Kingdom, and Batuu, the new planet created specifically to appease die-hard Star Wars fans. Universal’s new Epic Universe, scheduled to open on Memorial Day weekend in 2025, will have even more places to discover: the Isle of Berk, Frankenstein’s Lab, and even more of Harry Potter’s world.
Smart museums have taken cues from Orlando. In the Britannia Mine Museum in British Columbia, visitors descend into an actual mine shaft, experiencing the sights, sounds, and sensations of mining life. They ride trains, pan for gold, and gain firsthand insight into the mining industry. Similarly, the Field Museum's Underground Adventure in Chicago shrinks visitors down to explore the soil ecosystem, complete with oversized animatronic insects and Instagram-worthy selfie moments with giant pennies. These experiences go beyond passive observation; they engage multiple senses and make learning tangible. They’re amazing, but unfortunately, they’re also pretty rare.
Agency gives visitors control over their experiences. When individuals feel like protagonists in their own narratives, they are more engaged and invested in the outcome. In Universal’s Ollivander's Wand Shop, guests are immersed in the magical process of a wand choosing its wizard, complete with personalized selections and interactive staff engagement. In Disney’s Droid Depot, visitors assemble their own droids with authentic STEM methodology, making engineering decisions and bringing their creations to life. Applying this thinking to educational settings creates deeper understanding and enthusiasm.
Emotions play a pivotal role in memory formation. Shared emotional experiences build communities and foster connections. Events like Comic-Con or the soon-to-open Netflix House demonstrate how powerful emotional engagement can be, drawing people together over shared passions, homemade costumes, and obscure trivia. Educational experiences that evoke strong emotions are more likely to leave lasting impressions. Unfortunately, traditional science museums often lack this emotional resonance. When was the last time you saw a kid walking through an exhibit dressed like Nikola Tesla? That’s the level of passion we need in science education.
Combining world-building, agency, and emotion results in what Luci calls Imprint Experiences—moments so profound that they become part of our identity. These powerful experiences become permanently etched in our memories, influencing how we perceive the world. Creating Imprint Experiences in education means designing learning opportunities that are immersive, interactive, and emotionally engaging. It's about moving beyond the passive consumption of information into active exploration and personal connection. My recent TEDx Talk discusses them in more detail.
Museums have a unique opportunity to bridge the gap between education and engagement. By applying the principles that make theme parks and immersive stories so captivating, we can transform educational spaces into dynamic environments that resonate with today's learners.
Let's make science the greatest story ever told—not in a galaxy far, far away, but right here, in our own world. By doing so, we can ensure that the next generation is not only informed but also inspired. We can turn learning into an unforgettable adventure, one Imprint Experience at a time.
*By the way, aluminum comes from bauxite; it’s actually a fascinating story. It was almost impossible to create before the Hall-Heroult process was cracked in 1886.
