In recent years, the demand of exhibition has increased day by day. How to effectively communicate exhibition concept of curator to visitors has become an important issue. Exhibitions are obviously regarded as a communications platform between exhibitors and visitors. Exhibitors arrange a unique field, plan unusual experience and pass on specific message to visitors. The process of exhibitions is just like the design thinking process including insight, observation and empathy. By curating the exhibition of turning poetry into painting, this research investigates how to transform abstract idea into concrete exhibition and how to cooperate with creators and exhibitors for visitors. Two studies were used to explore the related issues. One study investigated the cognition of emotional responses and visual scenes when turning poetry into painting. The results provided a possible solution to the methodological problem of understanding viewer perception, and to explore the feelings associated with turning poetry into painting. The other study mainly investigated the influence of different media presentation forms on viewers’ perception, preference, and viewing time. It is advised to provide proper painting titles and good viewing environment during exhibition of paintings to help viewers develop pleasant emotions and further increase their preference for paintings. Eventually, the findings of this study can give an insight into the cognitive of exhibitors, creators and visitors.