[twitter_link]Storytelling allows you to engage users, form a connection, and create a lasting impression.[\/twitter_link]<\/strong><\/p><\/blockquote>\n\n\n\n The effect of storytelling on human memory is well documented. It\u2019s widely acknowledged that we remember facts better when they\u2019re laced together as a coherent whole, instead of being presented individually.<\/p>\n\n\n\n As humans, we\u2019re driven by our emotions, so even if we don\u2019t remember the full details of a story, we remember how it made us feel. This is crucial for businesses (even if you sell to other businesses), because your readers are always human.<\/p>\n\n\n\n Stories can help with our understanding of a product or service. Stories draw people in, entertain them, and inspire them to take action.<\/p>\n\n\n\n So as a designer, how can you use design to tell a memorable story?<\/p>\n\n\n\n First, it\u2019s essential that you\u2019re crystal clear what the story is. If you have a strong brand story, this can replicate the effects of watching a movie or reading a novel. But if your story is poorly thought out or badly told, you\u2019ll be quickly relegated to the scrapheap of forgotten memories.<\/p>\n\n\n\n One important thing to note is that your story doesn\u2019t have to be the story of how your business evolved; it simply has to be a story that engages your audience and makes sense for your brand. Just look at MailChimp<\/a> and their adorable, iconic mascot, Freddie.<\/p>\n\n\n\n All stories have some critical elements in common\u2014they all need a beginning, a middle, and an ending. This is no different for a website. If there isn\u2019t a specific flow, users become disoriented and lose interest.<\/p>\n\n\n\n At its most basic level, the beginning is your logo and headline. It\u2019s how you\u2019re introduced to your visitors, and it\u2019s the stimulus that piques their interest and makes them want to read on.<\/p>\n\n\n\n The middle is the supporting narrative that demonstrates why you\u2019re so special. This is where you can flesh your story out with an explainer video, introduce aspects of conflict and tension, and demonstrate how your product\/service\/brand can ease your users\u2019 pain points. To get this right, you need an understanding of your users\u2019 motivation so you can create something that speaks directly to them.<\/p>\n\n\n\n Finally, your story has to reach its climax by way of a call to action, which should fit with your brand goals or mission. Remember, the more engaged your audience is, the more they\u2019ll be invested in your story, and the more likely they\u2019ll be to buy in.<\/p>\n\n\n\n You\u2019re not trying to recreate Game of Thrones here. A website shouldn\u2019t be filled with plots and twists and turns.<\/p>\n\n\n\n [twitter_link]If your story isn\u2019t simple and immediately obvious, its impact will be lost.[\/twitter_link] <\/strong><\/p><\/blockquote>\n\n\n\n You need to grab people\u2019s attention, pique their interest, and make them want to return and find out more.<\/p>\n\n\n\n TOMS\u2019 story<\/a> is one of philanthropy, and it\u2019s obvious from the moment you land on their website. Their story is simple\u2014for every item you purchase, they will help one person in need. All the elements of their story are visible on the home page, and there are links so you can learn more at your leisure.<\/p>\n\n\n\n It\u2019s simple, effective, and, most of all, it\u2019s memorable.<\/p>\n\n\n\n As designers, developing user personas is a key aspect of website planning. We dream up typical users and follow their journey through the site to check it meets their needs. So why stop there?<\/p>\n\n\n\n Stories typically have a hero, a character we root for regardless how insurmountable the odds against them. We become engaged with these heroes and want to see them achieve their goals and finish their mission.<\/p>\n\n\n\n Developing a character for our websites, whether that\u2019s a specific tone of voice, a real person, or a mascot, is a great tool for engaging your customers. An example of this is Customer.io\u2019s mascot, Ami<\/a>, a courier pigeon named after Cher Ami, a real-life pigeon that saved a battalion of soldiers during World War I, despite being wounded. She provides the company with a story and represents the core of their business: sending mail.<\/p>\n\n\n\n Alternatively, you can set up the website so that the user is the main character at the heart of the story by personalizing the information and involving them directly.<\/p>\n\n\n\n It may be a clich\u00e9, but a picture really is worth 1,000 words, so use that to your advantage. Placing a large image, illustration, or video in a prominent position on your homepage will help grab your users\u2019 attention and draw them into your story. Choose something that\u2019s relevant to your story and demonstrates your values at a glance.<\/p>\n\n\n\n Outdoor company The North Face<\/a> is a great example. With a mantra of \u201cNever stop exploring,\u201d they\u2019re on a mission to inspire adventure and promote the outdoor life. When you land on their website, the imagery and text inspires adventure and tells the visitor their brand mission in an instant.<\/p>\n\n\n\n This isn\u2019t confined to photographs. GoPro<\/a> uses video on its homepage to demonstrate the versatility of their cameras, and promote the feeling of community and sharing that\u2019s crucial to their success.<\/p>\n\n\n\n Developing and engaging your audience is one of the more difficult aspects of storytelling, but modern technology provides a number of useful tools to help you on your mission.<\/p>\n\n\n\n One way to promote engagement is inviting your audience into the story by introducing interactive elements. Parallax scrolling is a useful tool for this, demonstrated to great effect by Cyclemon<\/a>. You\u2019re greeted by their slogan, \u201cYou are what you ride,\u201d then you\u2019re taken on a journey through their product categories until you see the bike characteristics that appeal to you.<\/p>\n\n\n\n A simple game can also help with focus and provide a fun avenue for website users. Gamification is a system of risk and reward, so you should seek ways that your story can reward users for performing certain tasks. <\/p>\n\n\n\n![\"design-storytelling-impression\"](\"https:\/\/getflywheel-images.s3.us-east-2.amazonaws.com\/uploads\/2017\/06\/design-storytelling-impression.jpg\")
<\/figure>\n\n\n\nThe Benefits of Storytelling<\/h2>\n\n\n\n
Know Your Story<\/h2>\n\n\n\n
![\"design-storytelling-story\"](\"https:\/\/getflywheel-images.s3.us-east-2.amazonaws.com\/uploads\/2017\/06\/design-storytelling-story.jpg\")
<\/figure>\n\n\n\nMap out Your Story Arc<\/h2>\n\n\n\n
Keep it Simple<\/h2>\n\n\n\n
![\"design-storytelling-memorable\"](\"https:\/\/getflywheel-images.s3.us-east-2.amazonaws.com\/uploads\/2017\/06\/design-storytelling-memorable.jpg\")
<\/figure>\n\n\n\nDevelop a Character<\/h2>\n\n\n\n
Engage with Imagery<\/h2>\n\n\n\n
![\"design-storytelling-imagery\"](\"https:\/\/getflywheel-images.s3.us-east-2.amazonaws.com\/uploads\/2017\/06\/design-storytelling-imagery.jpg\")
<\/figure>\n\n\n\nEngage with Your Audience<\/h2>\n\n\n\n