Visual storytelling is what brings your brand narrative to life in practice. Emotions can be stirred by colors, typography, and design elements. Additionally, the message you want your brand to send will best reach customers this way.
In our previous blog post, we explained how to create effective brand narratives and how powerful storytelling is for designers. We are continuing to write about our favorite topic – brands and bring you some of the most effective visual storytelling techniques, which we ourselves often use.
But that’s not all, so in the second part of this post we will explain why design and brand story should be completely coordinated.
Three visual storytelling techniques most often used by Titans
Using strong and noticeable graphic elements
It is important to choose visuals that fit into the overall brand story and evoke appropriate emotions. We write a lot about emotions precisely because they are responsible for every desired action that customers take.
If, for example, you want your product to remind customers of their childhood, then you will choose warm visuals. If you want them to feel empowered when they see your visual, then you will show them a strong message with striking typography.
In short, high-quality visuals and photos, illustrations, and carefully selected graphic elements can teleport customers to a whole new dimension. That new dimension is your world from the story (brand narrative) into which they should enter and feel it with all their senses. And then to remember it well.
Choosing an appropriate color palette and typography
Colors and typography play a very important role in defining the mood and tone of visuals in storytelling. These two main elements, with the help of which brand identity is built, represent the visual foundation on which everything rests.
Therefore, always choose colors that match the personality of your brand and evoke the desired emotions in customers. And if you still wonder why the right color palette is important for your brand, then find the answer in our blog post.
Just as it is important with which colors we want to say something and convey the brand message, it is also important with which letters we do it. Remember our blog post about what typography is and why it is important, where we presented the idea that choosing the right typography can contribute to the overall look of the visual. In addition, you should always pick the one that will be easy to read.
Visual hierarchy and narrative flow
Visuals should be designed to capture the customer’s attention and lead them through the narrative in a natural way. It is very important that, for example, the carousel makes sense and guides the customer through the story that the designer created in 10 visuals.
Establishing a clear visual hierarchy, which emphasizes key elements and also determines the natural flow of storytelling, should be the goal of creating such visuals. By using certain elements, such as arrows or direction indicators, we direct the viewer where to look and follow the story.
Aligning the design with the brand story
When we create brand narratives, which really make an impression on customers and with which they can easily connect, then the design and the brand story must be completely aligned. Therefore, below we will write about how to harmonize these two into one unique whole.
Consistency in visual elements
Speaking of brand identity, which is well thought out, it is important to point out the consistency. When consistency is our basic principle in creating visual elements, then we are sure that the brand story is communicated in the right way. Pay attention to these two aspects when talking about consistency:
- Logo design and brand colors – The logo is a visual representation of the brand and should contain the essence of the brand story and at the same time awaken emotions. Similarly, colors play an important role in evoking emotions and shaping customers’ perceptions of a brand.
- Typography – Once again we point out the importance of typography because it contributes to the overall appearance of the brand. Whether you opt for elegant fonts or something more modern, they need to show the essence of the brand in the best possible way.
Adding storytelling in UX design
UX or User Experience is responsible for creating interactions between the brand and customers. When you incorporate storytelling into UX design, it creates an experience that your customers will remember and relate to easily. And how is that achieved?
- Mapping the customer journey – When you map the customer journey on the site and include storytelling, you can tell the brand story in a great way. And how to do it? By identifying a defining point in the customer journey. And then use them to create the beginning, middle, and end of the story you want to tell.
- Using interactive elements to increase engagement – With the help of such elements, users will actively participate in storytelling. Interactive animations, microinteractions and general gamification of the site will awaken their curiosity and connect them on a deeper level with the brand.
Design that encourages emotional connection
Emotions are what fuel the creation of deep bonds and have the power to influence the creation of the most wonderful memories. When designed so that emotions are the main focus, the brand connects much faster with its customers. And what strategies support that?
- Evoking emotions via appropriate visuals and messages – Illustrations and videos can be a great way to evoke certain desired emotions in customers. By choosing visual elements that align with your brand values, customers will more easily understand your focus and connect with similar values because that’s what they believe in. With an accompanying message that targets the essence and hits the emotion, success cannot be absent.
- Creating unforgettable experiences through storytelling – Displaying products in a different way will arouse the curiosity of customers. This can be done through interactive videos about the product, which will be shown to customers at the point of purchase. In this way, they will experience the product in a new and different way and remember this type of product presentation.
Titans build strong brands
If you found some of these techniques interesting and you want to apply them to your brands, but you don’t know how, we are here to help. Years of working with brands from various industries have taught us to tell unique stories and build strong brands from the ground up. Therefore, if your brand is ready to tell countless stories about it, contact us, and we will suggest how it can be done.
