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How to Tell a Compelling Story
The Power of Concepts and Visuals
- August 30, 2024
Visuals.
It’s a powerful thing that makes an audience remember around 80% more than if it were just text characters. Having said that, they have to be meaningful, relevant, and engaging. They have to tell a story.
How does this affect your brand?
It’s not just having well-done visuals; it’s about creating a story that makes an impact. Writing and designing an informative, engaging, and positive experience that can ultimately benefit your brand through sales, recall, referrals, or even brand loyalty.
Let’s start with Step One. Developing what to tell.
Crafting a Story
It all goes back to knowing your target audience. What are their interests? What makes them happy? What resonates with them? From there, you can brainstorm what kind of approach to use. Remember to be authentic because people will most likely gravitate to something that is genuine.
Another tried and tested method of making a compelling story is using a relatable emotional angle. How you feel is something you don’t easily forget. This will generate more recall, and in relation to your brand’s objectives, more results.
Keeping it Simple
While the backend method of crafting a story is complex, how you tell your story should be simple, but impactful. This gives it the strength to cross through all the noise, completion, clutter, and into the minds of a consumer, An iconic brand execution is Nike’s line, “Just do it”, which is relatable in a lot of ways, specifically for driven professionals, students, and athletes who are pursuing a goal or a dream.
It is also short enough to recall and has a definite ring and appeal to it — similar to the effect of a catchy song chorus!
Designing The Visuals To Tell The Story
Now, how do you convert your story into a visual that can generate results? Merge it with a strategic visual. Have fun composing it, noting their alignment, grouping, proximity, and harmony.
In the advertisement on the right, it utilizes left alignment and a bold font to communicate the message.
Take into consideration your visual hierarchy. This means knowing which visual should have the most real estate. Is it the fonts or the image?
Finally, make sure your typography, voice, and color are consistent with your brand—and then decide how you can play with it.
Red, for example, is known to get the attention of an audience. On the other hand, contrasting colors can also have the same effect. Note also that visual doesn’t have to mean it focuses on imagery, sometimes, your text can also have a powerful impact when you play your visual cards right.
A great example of this is Mastercard’s Priceless Campaign. It tells the story of an important aspect of people’s lives: the desire to have control over their lives so that they may enjoy them. Everyone wants to be happy and relish the great things in life. The team behind Mastercard discovered during that time that Mastercard could actually transact in more places compared to Visa and decided to use this seed of an idea for a campaign that would eventually be one of the great ones.
Conclusion:
This caps up our discussion on visual storytelling (for now!). Remember to keep it and your aesthetics simple, relevant, and impactful. The online world has free visual suites like Canva, Visme and Adobe Express where you can begin your creative journey. We hope you enjoyed the discussion as much as we did! If you want to talk more about it, feel free to contact us!
See you again next week for another dose of Monday Mentor mental stimulation to go with your favorite coffee!
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