Interpretative design is spatial storytelling. It uses physical space, material, colours, structures, lighting, sound, language and words and specialist media to communicate and to engage. The juxtaposition and interrelationship of all these elements with the visitor creates an experience, the quality of which is directly related to the quality of the design. Great interpretative design acknowledges how different visitors relate and respond to their environment. It acknowledges their expectations, presumptions and prejudices. It acknowledges different abilities and desires. Great interpretative design links experience, knowledge and understanding.