I agree with Gene, contractions do have a place in exhibit labels.

One visitor behavior I've had the pleasure to observe is of a visitor
reading a label outloud to another visitor. I keep this in mind when
writing labels and often read them aloud to see how they sound.

Complete contraction avoidance makes labels sound stilted, we use
contractions in everyday speech, so I'd argue for them in label copy.

As for writing labels targeting one comprehension ability over another,
I believe Beverly Serrell puts that idea down nicely in her book "Exhibit Labels"
when she says: (page 95)

"...select the style and content that will work for the commonest common
denominator. Aim for the majority. Appeal to the would be readers--people
who will read if the label is short enough, if it looks easy to read, if it is legible,
and if they have time."

She devoted a chapter to this topic. Worth reading

Diane Gutenkauf
Manager, Interpretation & Exhibits
The Morton Arboretum

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