Benefits of Storytelling

Before you even start to design the first element, determine what story you plan to tell you need to create a story before design.

Storytelling has three key benefits as well. A story helps you understand, engage and remember. Think about all the fun little games you play on your phone; they each have a story.

Visually you want to use these benefits to your advantage with elements such as color, type and images. Tie the aesthetic to the story. Choose a color palette that creates a logical connection to the feel or mood of the story you are telling, do the same thing with typography choices. Images should also convey that message. (There’s a reason every person in every image Coca-Cola distributes is smiling; happiness is part of their story. This is true of the company throughout time as you can see from the 1950s print ad above.)

Story is a profoundly important device to unite design teams around a shared product vision. This powerful communication tool helps us retain information and empathize with others. As companies scale and teams sprint through product iterations, it’s easy to lose sight of how your product should fit into the lives of your customers. The best way to keep everyone pointed in the right direction is with a clear, compelling story . A story that will unite and guide teams towards success.

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