This is our third blog post focusing on storytelling in design. How important this technique is for all designers is shown by the fact that we are writing about it in the third blog in a row. Maybe we’ll write a fourth one too, because there’s certainly a lot more to say about storytelling in design.
Before we start clarifying storytelling in different design disciplines, let’s recall the previous blogs. In the first one, we explained how we create effective brand narratives with the help of storytelling. But this was just an introduction to further deepening this topic.
How can we create successful brand narratives without visual storytelling techniques that have been proven to bring success? Not at all, which is exactly why we decided to further clarify some of the techniques we use the most in another blog post that deals with storytelling in design.
In this, third blog post, we will try to explain how storytelling techniques are used across the design spectrum. In the five categories into which we have arranged the design disciplines, each has its own way of integrating storytelling into its daily work.
Storytelling techniques across the design spectrum
Storytelling is a technique that does not suffer from limitations and that’s why it easily erases boundaries, which is why we find it in all design disciplines. With the help of storytelling, we can shape experiences and create brand narratives that have a deeper and more lasting impact. Let’s learn about storytelling in different design disciplines.
Website design and development
When it comes to website design, storytelling is a technique that guides visitors to connect with content. During that journey, from sightseeing to shopping, storytelling is a key component that will attract their attention.
A well-designed website delivers a brand story that captures the customer’s attention and easily draws them into the world of their favorite brand from the moment they enter the site. For this to happen, it is important the visuals are striking, the copy is short and hits the mark, and that important elements are strategically placed.
We’ve already mentioned how important navigation and visual hierarchy are to any website. With their help, we convey the message more easily, direct the visitor’s attention and ultimately lead them to make the expected decision about purchasing, subscribing to the newsletter or something else.
Packaging design
Telling interesting and effective stories can also be done on product packaging. A story that is well-planned and has its own clear flow can be found at the center of product packaging design. Sometimes, if the design is really well thought out, the packaging will be remembered for a long time and customers will be happy to keep it.
A color palette, attractive typography, and other elements can convey brand messages and values in the right way. In addition, just looking at the packaging of a favorite product for some customers means awakening strong emotions and anticipation. That’s successfully designed packaging and what we all want.
Every detail, the choice of materials, the way the elements are arranged – all this contributes to the way the story is told. Sometimes the packaging design should tell the story of the long-standing heritage of the brand, and sometimes it is the story of a new, current, and fresh brand that is ready to push the boundaries.
Branding and logo design
What do you think should be the basis of your branding and logo design? By now you’ve probably understood – it’s storytelling. As the logo represents the visual embodiment of your brand, it is important that it tells the story of it as well as possible.
It must be aligned with the essence of the brand and convey its narrative. Typography and symbols are an important part of this process because they will tell the viewer what the brand is about and what it does.
And yes, the logo may be the most visible element of the visual identity, but it is not the only one. From the color palette to the fonts, every element contributes to a successful brand story. Uniformity in creating a brand’s visual identity is important because it sends a coherent message via all the channels through which the brand communicates.
Advertising and marketing campaigns
To simplify – the key to any successful marketing campaign or advertisement is storytelling. Whether it’s advertising on billboards, social networks or in traditional media, storytelling techniques are used in all of them. The goal of using it is to effectively convey the brand’s message and attract customers’ attention.
What successful advertising campaigns rest on, apart from storytelling, is also understanding the target group and its needs. This implies that we address their feelings, and understand their problems and aspirations. And finally, to offer them a solution for all that.
Product design and user interface
The storytelling in this segment of the design spectrum is quite unique. So much so that it extends far beyond physical structure and function. So we have user interface (UI) and user experience (UX) designs that guide the site visitor through the narrative.
Creating an intuitive path through site content is the job of a UX designer. In order to involve site visitors in what is “happening” on it, designers need to create a coherent and engaging journey from start to finish.
Designers will include storytelling in the process of creating a special experience, by taking into account the motivations, goals and emotions of visitors. From the story with which the customer gets to know the product to the interactive elements – with the help of which the designers get feedback about what they have created – storytelling is there to improve the overall experience of site visitors.
Storytelling is a powerful tool that needs to be used in the right way
After three blog posts, in which we described how important and powerful storytelling is, we are sure that you have come to the same conclusion. And if you still don’t use these techniques in your daily work, and you’d like your brand to thrive with them, then it’s time to turn to the experts. Contact our brand experts and designers if you want a makeover of your brand for the 21st century.
