Storytelling in design is powerful. It can lay an obstacle-free path for your visitors and help them reach a conversion point.
But this is only true if you knock them off their feet with one thing:
A great storytelling experience!
So in this post, I’ll discuss how you can leverage the power of storytelling in design.
By using design elements to communicate your ideas and thoughts, you can turn visitors into customers and increase your sales.
Present your vision clearly
You need to create a story that delivers a message. And as you deliver this message, make sure to do it clearly. Otherwise, your visitors will walk away with the wrong impression.
You don’t want that. It defeats the purpose of giving out a message.
So start by asking this question:
“What is the main message that I want my target audience to receive?”
Find out the answer and let it sink in. Once done, it’s time to present your story around this.
Just look at it like this: you’re acknowledging a problem and also providing the solution. What this does is make people feel good about visiting your website.
And by doing this, you’re acing it in terms of UX (user experience). And for working towards a better UX, you deserve a pat on the back.
UX, after all, is imperative in getting people to come and go. Take it from 68% of visitors who leave due to bad UX. If you don’t make way for your visitors to have a good time on your site, you can bid farewell to more than the majority of them.
This user-friendly storytelling site, Oat the Goat, knows the importance of a good UX and is a perfect lead to follow. Its main message is about kindness and empathy, acceptance, and tolerance. And using different stories, it nails the job.
Through simple words and vibrant pictures, it communicates the message effectively. And to strengthen its connection with the audience, it offers two language options (Maori and English).
It also features three reading modes (Read, Read it to me, and Watch). This encourages visitors to freely read each story based on their unique needs.
Save The Air is another example of an awesome storytelling website with a clear message. What it’s trying to convey is simple: save the environment. And if you want to know how to make it happen, head on over to its site for details.
Now if that’s all there is to it, wouldn’t it be a boring site?
So of course, it goes beyond by featuring real-life sounds and animations for realism to kick in.
Value your words
Visuals are important. They attract people and increase engagement levels.
If you want a ticket to getting people to pay attention to what you have to say, adding visuals will take you there.
Find this questionable? Then allow this fact to clear the air:
Blog posts with images get 94% more views.
It just goes to show that you can get more people to spare you some time, which just confirms how compelling visuals are.
And if you want to take matters to the next level, turn to the power of words. When using storytelling for sales, an excellent strategy is to combine visuals with words.
Think about it. Visuals, on their own, are compelling. Words, on their own, are compelling, too. And if you put them together, you just hit the jackpot.
Take it from S4X. It does an amazing job of introducing a digital marketing agency, Station Four. What it does is sprinkle colorful words and illustrations to get its message across.
The result? A more effective website!
Another example is Peugeot HYbrid4’s presentation of its hybrid graphic novel. It’s a storytelling website that treats visitors to jaw-dropping illustrations.
If they decide to embark on the journey that the site offers, they’re in for the time of their lives. With the right recipe of visuals and words, it’s not hard to get lost in the virtual reality.
And apart from the illustrations, relevant background sounds are also part of the deal. Sounds of windows smashing and dogs barking make for a more immersive experience.
Final thoughts
Some sites have fewer resources compared to others. But they land in as good a position as their competitors.
Their secret? They’re masters at letting stories and design work wonders for them. If you’re playing the same angle, why not check out this 160-page digital product by Ellen Lupton: Design is Storytelling (.pdf)? As it acknowledges the connection between storytelling and design, it can teach you how to make both elements work wonders for you
