Design is more than just churning out graphics to show your audience. It’s about telling your story the best way possible.
In fact, data tells us that 55% of businesses utilize graphic design to improve their communication with their customers.
In this article, let’s unpack how you can boost storytelling through design and what tools you can use to do it. Let’s dive right in!
What Is Storytelling Through Design?
At its core, storytelling through design pertains to the use of visuals to express a message or narrative to the intended audience.
Photo by Photo By_ Kaboompics.com from PexelsThat said, the goal goes beyond merely aesthetics. Instead, storytelling becomes the main driver for choices in design elements, including:
- Color palette
- Fonts
- Layout
- Images
In this light, design becomes a story narrator. How? By leading people to interpret the message the way it was it was intended, feel emotions, and respond accordingly.
With storytelling through design, ventures can turn brand values as well as abstract ideas into visuals that invite the audience to relate to the business. That said, using design to tell stories means going beyond brand recognition. Instead, it builds an emotional connection – if done well, that is.
Why Storytelling Matters in Design
Here are some of the reasons why storytelling matters in design:
- Emotional connection with audiences. When you design visuals with a story in mind, you create graphics that better connect with your audiences at an emotional level. For instance, the best graphic design service agencies know how to appeal to the audience’s subconscious using design, making your brand easier to remember and top-of-mind.
- Brand identity and trust. Data says 8 out of 10 shoppers feel the need to trust a brand before buying anything from it. When you are able to connect with your audience at a deeper level, they are in a better position to trust your brand.
- Memorable user experiences. Did you know that an average person in the U.S. is exposed to an average of 4,000 to 10,000 ads in a day? That said, story-led designs make for memorable touchpoints, allowing brands to stand out amid all the noise.
Elements of Storytelling in Design with Examples
When it comes to telling stories using design, every element acts as a character, setting, and plot point that moves the story forward. Here are the elements you should pay attention to:
1. Color as mood and emotion
Photo by Orange Tomato from PexelsColor psychology pertains to the use of colors to evoke certain emotions, virtues, and states of mind. Here are a few examples of colors and the feelings they invoke:
- Red – Passion, energy
- Blue – Clam, trust
- Yellow – Warmth, joy
- Green – Wealth, growth
That said, the value that colors contribute to storytelling is invaluable. In fact, even movies and TV series use the power of color to boost the power of storytelling. The next time you watch a movie, pay attention to the color grading and set design, and see how it contributes to the overall feel of the movie.
Here’s an example of a website design that uses a color palette that tells the story of a fun, playful ice cream brand:
Design by Penji2. Typography as tone of voice
Your choice of font can also affect the overall voice and tone of the story you’re telling with your visuals. Here are some of the symbolisms you can get out of the font style you use:
- Serif fonts – Fonts with serif (small decorative stroke or line attached to the ends of letters in certain typefaces), invoke tradition, trust, and a formal and classic feel. Serif fonts are typically used in print, including brochures and other materials.
- Sans serif fonts – Font styles without serifs, meanwhile, look cleaner and simpler. That said, they offer modern air and a clear feel, which makes them ideal for use in tech and contemporary brands.
- Decorative or Display fonts – Last but not least, decorative or display fonts offer creativity and personality to a visual. Depending on the design, it can lend various meanings, including drama, playfulness, and art. It’s usually used sparingly in designs. After all, using these styles too much in one graphic can overwhelm the viewer and make it look tacky.
Here are examples of social media designs that combine all three font styles to tell the story of a brand that combines classic and contemporary:
Design by Penji3. Layout as narrative structure
If chapters phase storytelling in a book, the layout does the same in a design. It guides the viewer’s eyes, leading them to appreciate the message one section at a time.
In this regard, hierarchy is crucial; by dividing the text into headlines, subheadlines, and body, you’re giving the audience a hint into how important each part is. In addition, the use of white space allows the design to pause or breathe, while grid systems offer structure and add emphasis.
Here’s an example of a clean layout for a digital ad that tells the story section by section in a straightforward way:
Design by Penji4. Imagery as characters and setting
Images, meanwhile, offer the “where” and “who” of the story. In fact, using people’s images in graphic design allows audiences to emotionally relate to it and encourages them to imagine themselves as part of the story. The use of images in design is also crucial in painting the setting or context of the story, while the style of images sets the tone of the narrative.
How to Tell a Story Through Design (Actionable Insights)
Here are a few tips if you want to tell stories through design.
Know your audience
To be able to make visuals that will resonate with your audience, you need to know who they are first. That said, it’s best to sit down and build a buyer persona by adding these questions:
- What are your audience’s demographics?
- What are the most important factors to them when choosing a brand?
- What are their pain points as consumers?
- What is their buying behavior?
Photo by Tima Miroshnichenko from PexelsCreate a brand narrative
Alongside knowing your audience, it’s crucial that you also establish your brand identity. To create your brand narrative, ask the following questions:
- Who are you as a brand?
- What do you stand for?
- What makes you different from your competitors?
Use consistent visuals
Armed with your buyer persona and brand narrative, create consistent visuals to tell your story. You can do this yourself with tools like Canva if you’re a beginner or advanced tools like Photoshop if you have more experience.
Another option is an unlimited graphic design subscription like Penji. With such service providers, you can get access to a pool of vetted designers with various fields of expertise, like illustrations, branding kits, and marketing visuals.
You can also opt to hire a freelance designer through job marketplaces like Upwork and Dribble if you want a cheap option. Note, however, that screening applicants can be time-consuming, and hiring a freelancer can be hit-or-miss. If the budget permits, you may want to consider hiring a more long-term solution, like hiring an in-house designer.
Featured image credit: Photo by Michael Burrows from Pexels
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