Communication strategies to enhance cultural heritage

The greater diffusion and accessibility of culture, together with the enhancement of cultural assets and activities, can not do without the interaction with devices now in everyone’s pockets. Similar experiences have already produced interesting results in many places, both in Italy and abroad. Modern tourism has now been transformed from a simple visit to an immersive experience in the local and territorial context of permanence. The best tourist proposals able to increase the degree of satisfaction and the permanence of tourists in a locality are those that allow users to get in close contact with the local area they visit, considering all the different and complex areas of which it is composed. All this leads to structuring a new strategy that is able to enhance tourism services from many points of view. In such scenarios of tourism development, the applications offered by visual communication and augmented reality play a fundamental role, of great support for the promotion, organization, management, incentive of tourism and use of cultural heritage. The most recent approach to cultural heritage is not only aimed at ensuring protection, intended as conservation, but also at promoting the potential of the asset itself as a factor in the dissemination of cultural values. The innovation 4.0, the digital one that sees us immersed daily in our smartphones, tablets, PCs and smart TV, is able to revive those treasures still hidden to most, or badly communicated. QR signs, interactive plates, augmented reality, virtual tours, 3d solutions, are just some of the processes developed by some companies, such as SkylabStudios, for the enhancement of the territory through its innovative promotion. Those strange box-shaped designs that resemble a barcode and that are more and more often found on weeklies and magazines at the bottom of articles, but also in some advertising posters or commercial products, QR Codes are two-dimensional codes that incorporate internally, as part of the enhancement of cultural heritage, a series of information to become an interactive guide of a territory through text messages, coordinates of geolocation, video, augmented reality. The tourist poster design implemented in this way provides the user with notions that will no longer be limited to the physical space of a synthetic text printed on a sign but will allow to deepen, in different ways, the knowledge of that place, that monument, of those traditions.