From Visuals to Emotions: The Power of Design Stories

How Storytelling in Design Can Transform Emotions and Inspire Action

Have you ever struggled to explain the essence of your design project to someone, only to feel like your words fell flat? Have you sat through a presentation hoping for valuable insights, only to remember the presenter’s vivid coffee cup instead? The frustration and disappointment from these scenarios aren't uncommon. As designers, our goal transcends mere aesthetics; we strive to craft experiences that resonate, inspire, and ultimately drive action. It's a daunting task—communicating the intricate value of our designs in a way that sticks with our audience and influences their actions. Through the art of storytelling, however, we can elevate our work from being seen to being felt, remembered, and acted upon. Let's dive into how we can harness this powerful tool to transform our design narratives.

We are all storytellers. We all live in a network of stories. There isn’t a stronger connection between people than storytelling. - Jimmy Neil Smith

Through this article, I would like to discuss how we designers can convey our designs to the audience by ensuring that the message we want to communicate is remembered in their minds and, through this, can lead to a change in a specific behavior. To this end, I will discuss why designers should apply storytelling to their design solutions, what storytelling means in product design, and how to bring about change in the audience’s emotions and behavior through stories.

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Why do we designers need storytelling in our design?

Humans might be in unique possession of the knowledge that our existence is essentially meaningless, but we carry on as if in ignorance of it. … The cure for the horror is story. Our brains distract us from this terrible truth by filling our lives with hopeful goals and encouraging us to strive for them...

This is the paragraph that begins the introduction to “The Science of Storytelling: Why stories make us human and how to tell them better” by Will Storr. Yes, we create meaning in our existence through stories, and the power of these thoughts gives direction to what unfolds in front of our future. The same is true in the business environment where our designers work. In a place where numerous relationships, tasks, messages, and conflicts exist, for your design solutions to have meaning within teams and organizations and thereby provide economic value, each design must contain its own message. Designers need a strong story for their design.

Imagine a slice of cheese. If I tell you this is a slice of cheese which costs 9.95 pounds, you'll likely forget this by tomorrow. But if that same cheese is presented with a backstory about its origin in southern Spain, it creates meaning. As time goes by, you may not remember its price, but you'll likely recall the sensation of its taste, linking it to your memories. Similarly, design imbued with a story has the potential to connect with the user's experience and imagination. 

Reflect on a label. Designers might position this label beautifully in the top left corner of a product image, but how persuasive is this story to the audience? Depending on the narrative we attach to this label, its meaning and role can vary greatly, ultimately determining the influence the designer has on the business.

Often, people think that the main role of a product designer is to make apps and websites visually appealing. However, the reality is far more complex. We sometimes design large structures or core functions on the web or in apps, but often, we add just one button, one label, or one text. Surprisingly, we spend a significant amount of our time conveying the story behind these small design changes to stakeholders rather than designing the function itself. So why is proficiency in design tools considered a must-have skill, while storytelling is often seen as a softer, less critical skill? I believe storytelling should be a core skill for designers, akin to mastering a design tool.

Therefore, it can be said that good designers are not only good at their design skills but also good at storytelling. Design with good stories remains in our memories. People gain meaning through our stories, and through this, they build connections between people, which soon brings trust and becomes the truth. The power and value of a good story like this are endless.

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What is storytelling in Product Design?

Storytelling in product design is more than just an embellishment—it's an essential framework that shapes how your audience perceives and interacts with your product (same as most frameworks that describe storytelling, 3-act structure, freytag’s pyramid, the hero’s journey) At its core, storytelling in product design is about conveying a journey, often through key elements and structures that guide both the user's experience and your design's effectiveness.

To construct compelling stories in product design, we focus on three fundamental elements:

• Ground (Why) - This is the foundation of your story. It's where we explore the fundamental reasons for proposing a design. Is it solving a user problem, achieving a business objective, or perhaps driven by internal stakeholder needs?

• North Star (Purpose) - The core message you wish to convey. This guiding principle informs the direction and goals of your design solution, ensuring it provides value and aligns with broader business objectives.

• Ladder (Struggle) - The obstacles and conflicts faced along the way. Addressing these challenges makes the story richer and shows the process of overcoming hurdles.
  

By incorporating these elements, we not only craft a narrative that resonates with our audience but also use it as a strategic tool to solve design problems and navigate the path from the present state to desired outcomes.

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How do we use storytelling to make people perform?

Storytelling in the business environment must deliver economic value, prompting behavioral changes in your audience. Crafting a compelling narrative can be the key to motivating stakeholders to hire you, fund your project, or adopt your design solution. Here's how you can ensure your story moves people to action:

1. Is this story about what you want to say, or what they need to hear? or both? (Perspective shift): Tailor your story to address the needs and concerns of your audience. Understand their priorities and frame your message to align with their goals. This ensures resonance and relevance.
   

2. Is this story something they need to care about as much as you right now? (Timing and relevance): Your narrative needs to be timely and pertinent. If your audience's priorities shift, so should your story. Ask yourself if now is the right moment to tell this story to maximize its impact.

3. How would you describe this story in one sentence? (Concise core message): Simplify your story to its essence. Can you distill the message into one impactful sentence? This makes your story more digestible and memorable.

4. How much (do you believe) is this story telling truth? (Authenticity): Your belief in the story's truth is crucial. Genuine conviction in your design's value builds trust and persuades your audience more effectively. Believe in the change your design can bring.

5. What important truth do you disagree with them on? (Challenging norms): Don't shy away from introducing unconventional ideas. Questioning the status quo or presenting a different perspective can captivate your audience and stimulate action. Aim to provoke thought and inspire new ways of thinking.

By skillfully weaving these elements into your design story, you inspire and drive your audience to act, turning your vision into a shared reality. Remember, a well-told story isn't just informative—it's transformative.

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That's what we storytellers do. We restore order with imagination. We instil hope again and again and again. - WALT DISNEY

I believe that all of our designers have good stories to tell to the world. Every pixel, color, and element you design is a unique narrative waiting to be shared. Your challenge isn't just to create beautiful visuals but to communicate the underlying story in a way that resonates with your audience, compelling them to act, think, or feel differently.

Storytelling allows you to align your design with the larger mission of a project, clarifying why a particular design choice was made and how it serves the overall vision. It's about more than aesthetics—it's about creating a cohesive, compelling narrative that connects the dots for everyone involved, from stakeholders to end-users.

Moreover, by framing your design process as a story, you can better advocate for your ideas. When stakeholders understand the user story and see how design choices address specific pain points or goals, they're more likely to be invested in your proposals.

So, embrace your role as a storyteller. Use your narrative to create meaningful, memorable experiences that stand out and drive positive outcomes. Your design story, well-told, has the power to not only captivate your audience but also inspire them to take action, making a lasting impact.

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Some links and resources on storytelling in business:

• https://medium.com/copy-cat/stories-are-more-memorable-than-stats-fact-or-fiction-b73a25068a64

• https://www.forbes.com/sites/kateharrison/2015/01/20/a-good-presentation-is-about-data-and-story/
  

• https://www.blog.thebrandshopbw.com/brand-storytelling-statistics-and-trends/
  

• https://www.searchenginewatch.com/2019/12/20/how-storytelling-boosts-content-marketing/

Article Written by Soo 🧙. Product Designer with a Masters’ in Entrepreneurship. Soo is an advocate for democratising UX and incorporating the art of storytelling into design, ensuring the design process is meaningful and engaging.