Visual Communication for Natural Capital

Natural Capital is one of the new scenarios in which the discipline of Design - in particular of visual communication - is called to be able to have its say. A radical paradigm shift and approach to the Natural System’s communication project has been underway for about 10 years. The park authority system and the network of actors involved in the management of the Natural Capital of our planet has begun to implement Design-Driven solutions. From the emblematic cases of the Norwegian National Parks in Norway, passing through the Greek Calabria Cultural Park, up to the educational practices, the role of the design project as a system clearly emerges, as a strategic discipline capable of integrated responses between immaterial and real-virtual material, proposing, from the point of view of language, truly structured, territorial and relational solutions; narrative systems of history, of diversity, and therefore of the “culture” of a place through real crossmedia storytelling, able to immerse people - right from reading a flyer or post on social media - in the specific features offered from the single park. The careful study of the peculiarities that each reality brings with it - also through tools borrowed from historiographical research, or in the most interesting archaeological cases - together with a range of immersive experiences, are the key that Design-Driven approaches can give to the paradigm change required: from park visitor to inhabitant.