Abstract

The valorisation of Mediterranean UNESCO Heritage can be intended as a complex set of design strategies, even communicative, which allows to understand those values universally recognised as the highest form of human genius loci, or the everlasting moulding action of nature. While communication design is still considered as a minor aspect in such domain, it is believed that it can help all visitors to catch the Heritage’s essence beyond its aesthetics. The new holistic idea of human, which evolves from the notion of customer to active person in the global market scenario, suggests a radical change in the design paradigms, allowing to develop an integrated HCD-based (Human-Centred Design) approach that considers the communication factors between end-users and artefacts as a fundamental element to the inclusive valorisation of Mediterranean UNESCO Cultural and Natural Heritage.