Although museology sounds academic and began with museum theory and practice, today it is much more hands-on and people-centric. While object documentation, preventive conservation, display and interpretation methods, storage, security still remain at the core, the focus today is centred on the museum users. Museums need footfalls and museum professionals today need updated know-how regarding visitor behaviour patterns, market segments, branding, education, and publicity. Many museologists are subject experts on the collections they handle. For example modern art, ancient history, numismatics (coins), textiles, botany, zoology, or even a period or place in history. The key point is that museologists should be passionate about the objects and collections they handle, and use them to spread enjoyment and knowledge, making museums a fun place to visit.