The practice of communication design gives visual form to the interpretation or presentation of a place to tourists and visitors. Research shows that interpretation can lead visitors to develop an appreciation towards a place, through gaining knowledge, understanding and empathy for that place (Stewart et al 1998). The communication of information and ideas through interpretation is critical in fostering a positive attitude of stewardship and protection towards a place, which can also lead to sustainability of the environment and the host community (Moscardo 1999). Given that interpretive information can affect visitors’ knowledge, attitudes, behaviour and experience in tourist settings, it is critical that the designed interface that delivers this information communicates successfully and meaningfully with visitors. The paper focuses on three Tasmanian tourism sites that represent different interpretive perspectives, discussed here as ‘Romantic’, ‘postmodern’ and collaborative. The author examines Urry’s theory of the ‘tourist gaze’ in relation to interpretation (Urry 2002), and presents deliberate strategies employed by artists, designers and interpretation professionals to engage audiences in multi-sensory ways, taking interpretation in natural places beyond a superficial visual experience towards a deeper, more meaningful engagement with issues, ideas and attitudes.