A Guide for Story-Driven Communication
A version of this article appears on Purple, Rock, Scissors.
Analysis has shown that, throughout history, nearly every story scripted follows a similar model. At its most basic format, the model is this: A main character arrives on the scene with a problem. Unable to solve it on their own, a guide enters frame offering a strategy or enabling confidence in the main character to spur on action. Then, we see the main character following that advice and undergoing a journey to resolve the problem. Typically, the only variable within the storytelling arc would appear post-journey in the final stage: whether the problem is or isn’t solved and the effects relating to each.
This model flows consistently across all genres of written and visual storytelling from examples like the Lord of the Rings, Batman, Star Wars, Ocean’s 11, to the Great Gatsby.
People seem to be wired to connect and be attracted to this particular formula in communication. If that’s the case, why don’t we see this being used more regularly in design strategy and marketing to convey an idea or sell a product? And if we do, what does it look like?
When developing communication strategy for a brand, it’s of crucial importance to understand that the metaphorical character on the journey is not your brand, but rather the user or potential customer. Businesses often stress their own innovation, their own creativity, and how they’re changing the industry, making themselves the primary focus of their content while downplaying the user and the issue they’re trying to solve. It’s time we flip that. Look at it this way: when you’re in conversation, it’s typically a turn-off when one talks about themselves excessively and doesn’t share the dialogue or engage you in return. On the other hand, you’re more attentive and perceive a conversation as more enjoyable when the other person is actively asking thoughtful questions and delivering visual cues to convey they are interested and understand. The same should apply to your communication strategy when creating a digital product.
One will engage with your website, app, or marketing collateral most often because they’re weighing whether you’re a potential solution to their problem or if you can be a trusted informant to interact with and gain insight from. This is the moment you enter not as “the hero,” but as “the guide.” In just a few seconds, you need to be able to convey:
1. What you do
2. How it applies to a user or potential customer’s life
3. How it can alleviate the problem or frustration they’re currently looking at you to solve
For digital interfaces, specifically ads, links, share buttons, and unnecessary functionality are some of the distracting influences that can push users away from engaging on the journey of processing your content and moving towards transaction. If you can tactfully narrow your options and shift focus off your brand to address the customer’s needs, that customer will be more likely to immerse themselves in your ideas and begin thinking, “I need that.”
Exemplary Brands
Apple does a terrific job at this. For a tech company, their communication strategy rarely mentions their innovation and technology at all. Most messaging is less than 5 words, the imagery is stunning and purposeful, and all attention is directed back at you, the customer, and your desire to express your voice and personality. Coca-Cola follows a similar model. Their goal is for you to feel as if you’re loving life and finding joy in who you’re with and what you’re doing. They never mention the product or promote their brand, but simply position it as complementary to your desired lifestyle. Other successful brand strategies worth analyzing from 2015 are Nike, Netflix, and Medium.
So, when you’re designing for a digital product, how can you apply the classic storytelling arc?
Applying the Arc
Step 1: Clarify Goals
Strategize and begin to understand what the primary desires of the potential customer are as they relate to the brand and adjust appropriate weight towards each of them. This provides insight on how to simplify navigation structure to five or less primary options and solidify content direction for the first impression (homepage, landing screens, intro frames, etc.).
A great resource in this discovery process and applying story-driven communication to your planning and business strategy is storybrand.com. It’s been one of my greatest influences in translating storyline principles to design and marketing methods for the last couple of years.
Step 2: Streamline User Journey
Determine the user’s journey across the platform from beginning to end at its most basic structure. It’s wise for designers to make note of every sentence they’re planning for the customer to read, the emotion they want them to feel as they read it, each point of interaction, and every screen which that system will generate in response. Most digital products are filled with noise that hinder clarity to the vision of the customer, so drawing this out in the most simple way possible will highlight: any unnecessary steps or content, the time it takes to move from start to finish, and the amount of functionality needed to guide them through.
Personally, I try to Twitter-ize every copy block (making it 140 characters or less) and write out purposeful visual concepts to accompany each (e.g. video content, photography, iconography, content grids). It’s never necessary to use every concept initially envisioned, but it enables me to realize which options fall short in communicating the emotion I want to evoke when developing assets later. Remember: beautiful design won’t always translate to great functionality, but design that’s too mechanical or too straight forward may often hinder your relatable communication strategy. The art will be in striking that balance.
Once the user journey has been streamlined, it should be clear that all remaining content which you or your client wishes to add is extra. Supplementary content easily becomes a barrier to navigating the intended user flow and an obstacle to clear communication. As designers, we should have a purpose for every item displayed, so it’s best to stick as tight to the “main plotline” as possible. When adding supporting content is unavoidable (which is pretty much always), keep it set apart in visual hierarchy so priorities are clear across screens. Most often this is where the downfall will begin in really connecting with the user and holding attention, so be intentional with the excess as best as you can.
Step 3: Applying the Polish
The final step is to apply the polish and tailor your assets to visually accent goals. Drafts on drafts is the model here, and remember who the main character is and what they’re searching for as it relates to your brand.
Be intentional and creative with your assets. That way you can customize your design language to communicate the exact story you want to tell, and your audience feels like it’s an intentional message, directed at them.
Custom assets are like name-brand goods: they’re high quality, they last, and they’re designed specifically for a particular function; however they do cost more. In my opinion, it’s almost always worth the expense to plan shoots for your photo and video content as well as to create original illustrations, iconography, and motion graphics. Unfortunately, every designer knows this won’t always be an option, so two sites I’d recommend for assets if you’re slim on time and budget are Stocksy and The Noun Project. Typekit and Hoefler&Co are also great resources for font selections that are meticulously crafted and can suit most any purpose for a low monthly cost.
Clarifying Communication
Design is communication, whether that takes shape within a web platform, magazine, bookshelf, business, movie, or conversation. It’s a means to how we connect with one another. It’s the way we exchange ideas. To make ourselves better heard and more understandable, we need to learn to put ourselves in the shoes of those we want to connect with, so we can better outline a journey to accomplish both their goals and ours.
Let’s Talk!
What are some effective solutions you’ve implemented that performed well and really engaged your users? Or what have been some obstacles you’ve encountered toward effectively communicating your message? Comment below to share your thoughts!
