This note considers exhibition printed matter-posters, flyers, leaflets, and direct mail-not only as promotional tools but as media that may carry aesthetic and archival significance. Focusing on the functions of "showing / guiding / preserving," and drawing from curatorial practice and cases, it suggests possibilities for rethinking their role in shaping exhibition experience and cultural memory.This paper reconsiders exhibition-related printed matter (e.g. posters, flyers, leaflets, and direct mail) not as mere promotional tools or secondary documents, but as critical objects with aesthetic value. Although digital publicity has become dominant and printed matter is often marginalised due to budget constraints and environmental concerns, such materials frequently constitute the audience's first point of contact with an exhibition and play a crucial role in shaping both the framework of the experience and the formation of memory. Focusing on the three-layered functions of printed media —to present, to guide, and to preserve -this study examines how these materials influence exhibition perception, viewing attitudes, and the experience and documentation of exhibitions, drawing on the author's own involvement in selected projects as well as international practices. The analysis suggests that printed materials not only extend the exhibition experience but also serve as a lens through which institutional conditions and cultural contexts become visible. In doing so, the paper highlights the need to re-evaluate the significance of printed media in sustaining the quality and public dimension of exhibitions.
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