{"id":19443,"date":"2020-03-03T23:15:26","date_gmt":"2020-03-03T15:15:26","guid":{"rendered":"https:\/\/www.hongkiat.com\/blog\/?p=19443"},"modified":"2020-03-17T18:41:49","modified_gmt":"2020-03-17T10:41:49","slug":"emotion-through-storytelling","status":"publish","type":"post","link":"https:\/\/www.hongkiat.com\/blog\/emotion-through-storytelling\/","title":{"rendered":"How Telling Stories Can Nail You More Clients"},"content":{"rendered":"<p>Everyone is a storyteller. Stories are how we explore our surroundings and\u00a0<a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/effective-communication-tactics-for-designers\/\" rel=\"noopener noreferrer\">communicate<\/a>\u00a0with others, whether it\u2019s to persuade them, inspire them, or entertain them. As\u00a0<a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/cheatsheet-graphic-designers\/\" rel=\"noopener noreferrer\">designers<\/a>, storytelling is an integral part of our creative process, because\u00a0<strong>we use stories to\u00a0<\/strong><a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/work-better-with-freelance-clients\/\" rel=\"noopener noreferrer\"><strong>connect with our clients<\/strong><\/a>, and especially with the users who interact with our designs.<\/p>\n<p>Today, we\u2019re going to go over\u00a0<strong>the process of conjuring\u00a0<\/strong><a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/emotional-design\/\" rel=\"noopener noreferrer\"><strong>positive emotions<\/strong><\/a><strong>\u00a0in your users through the use of storytelling<\/strong>, improving the effectiveness of your designs in the process.<\/p>\n<div class=\"ref-block ref-block--post\" id=\"ref-post-1\">\n\t\t\t\t\t<a href=\"https:\/\/www.hongkiat.com\/blog\/emotional-design\/\" class=\"ref-block__link\" title=\"Read More: The Basics of Emotional Design\" rel=\"bookmark\"><span class=\"screen-reader-text\">The Basics of Emotional Design<\/span><\/a>\n<div class=\"ref-block__thumbnail img-thumb img-thumb--jumbo\" data-img='{ \"src\" : \"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/emotional-design.jpg\" }'>\n\t\t\t\t\t\t\t<noscript>\n<style>.no-js #ref-block-post-16941 .ref-block__thumbnail { background-image: url(\"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/emotional-design.jpg\"); }<\/style>\n<\/noscript>\n\t\t\t\t\t\t<\/div>\n<div class=\"ref-block__summary\">\n<h4 class=\"ref-title\">The Basics of Emotional Design<\/h4>\n<p class=\"ref-description\">\n\t\t\t\t\t\tHave you ever thought what makes things 'good' or 'bad'? Why do people like one thing and hate...\t\t\t\t\t\t<span>Read more<\/span><\/p>\n<\/div>\n<\/div>\n<h2>What a story is<\/h2>\n<p>What do I mean when I say the word \u201cstory?\u201d Are we talking about Cinderella or Beauty and the Beast, with a handsome prince and a plucky heroine? No. Well, not usually, anyway. What I mean by storytelling is\u00a0<strong>an event that happens during a user\u2019s experience that creates a positive emotion<\/strong>.<\/p>\n<p>Don Norman in the TED video\u00a0<a target=\"_blank\" href=\"https:\/\/www.ted.com\/talks\/don_norman_on_design_and_emotion.html\" rel=\"noopener noreferrer\"><em>Three Ways Good Design Makes You Happy<\/em><\/a>\u00a0gives a delightful example of storytelling in the playful designs of various designers, including an interactive ping pong table, and chairs by Jake Cress that appear to be \u201creaching\u201d for missing pieces that are \u201crunning away\u201d from them. In these designs, you can immediately tell what\u2019s going on \u2014<strong>\u00a0the designer is attempting to communicate with you<\/strong>\u00a0through the clever anthropomorphism of the\u00a0<a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/creative-marketing-ad-campaigns\/\" rel=\"noopener noreferrer\">products<\/a>.<\/p>\n<h2>Stories keep us human<\/h2>\n<p>We\u00a0<strong>digital designers can utilize the same basic principles to tell stories<\/strong>\u00a0to our audiences. As can be seen in the previous example, it doesn\u2019t take much to generate a story that\u00a0<a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/40-funny-error-messages-youve-never-seen-before\/\" rel=\"noopener noreferrer\">makes people laugh<\/a>\u00a0or inspires them to feel a connection with you, the designer, through your designs. Just a small bit of humanization where there isn\u2019t expected to be any can do the trick.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotion-through-storytelling\/stories-keep-us-human.jpg\" alt=\"stories keep us human\" width=\"800\" height=\"504\"><\/figure>\n<p>Otherwise, you can come up with your own simple stories to tell. Because if there\u2019s one thing to keep in mind, it\u2019s that\u2026<\/p>\n<h2>Interpretive storytelling<\/h2>\n<p>Remember,\u00a0<strong>if the key elements are in place, the stories will tell themselves<\/strong>. You don\u2019t need to explain anything or hold your users\u2019 hands \u2014 people are usually smart enough to \u201cget it\u201d. It\u2019s all in the\u00a0<a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/brilliant-creative-billboard-advertisements\/\" rel=\"noopener noreferrer\">expression of your message<\/a>. You can create a single word that gets people\u2019s attention in many different ways and make that same message evoke mixed emotions.<\/p>\n<p><strong>An emotional response is not always about clear readability<\/strong>\u00a0that\u2019s rarely the case. It\u2019s much more about using design elements \u2014\u00a0<a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/basics-behind-color-theory-for-web-designer\/\" rel=\"noopener noreferrer\">color<\/a>, shape, composition, scale \u2014 to communicate whatever emotion will have the most significant impact.<\/p>\n<h2>Simple is better<\/h2>\n<p>The simpler your story,\u00a0<strong>the more impact it can have on people<\/strong>\u00a0who only look at it for a few seconds. The power of emotion can turn even the most generic imagery into a powerful storytelling medium. The popular website Reddit uses simple storytelling with its mascot, the little white alien.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotion-through-storytelling\/simple-is-better.jpg\" alt=\"simple is better\" width=\"800\" height=\"500\"><\/figure>\n<p>Occasionally, the front page of Reddit will feature the alien in intriguing situations, such as (ironically) getting abducted by aliens. Alexis Ohanian, one of the founders of Reddit, has said that this simple use of storytelling on the Reddit front page has\u00a0<strong>garnered the massive website traffic and advertising revenue<\/strong>\u00a0over the years.<\/p>\n<h2>Stories make people happy<\/h2>\n<p>You make better decisions when you see good design. Why? Because seeing pretty things make you happier. Good storytelling will be automatically accepted and embraced by your audience. Again, you don\u2019t even have to explain it \u2014\u00a0<strong>if it connects on a visceral level, the story will immediately tell itself<\/strong>. Your users will smile, laugh, and happily follow the calls to action you place before them.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotion-through-storytelling\/stories-make-people-happy.jpg\" alt=\"stories make people happy\" width=\"800\" height=\"577\"><\/figure>\n<p>On the flip side, of course, stories can evoke other emotions besides\u00a0<a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/pursuit-of-happiness\/\" rel=\"noopener noreferrer\">happiness<\/a>. Pride, sadness, hope, confusion, anger \u2014 any feeling can be present in a design.\u00a0<strong>Cultural and historical context is essential as well<\/strong>.<\/p>\n<p>Political advertisements can conjure a drastically different emotion after a significant historical event (World War II, for example) than they did before it happened. What was previously harmless and intended to inspire happiness suddenly\u00a0<strong>becomes a reminder<\/strong>\u00a0of a terrible injustice or socio-political disaster.<\/p>\n<div class=\"ref-block ref-block--post\" id=\"ref-post-2\">\n\t\t\t\t\t<a href=\"https:\/\/www.hongkiat.com\/blog\/how-to-increase-happiness\/\" class=\"ref-block__link\" title=\"Read More: 8 Proven Ways to Increase Your Happiness\" rel=\"bookmark\"><span class=\"screen-reader-text\">8 Proven Ways to Increase Your Happiness<\/span><\/a>\n<div class=\"ref-block__thumbnail img-thumb img-thumb--jumbo\" data-img='{ \"src\" : \"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/how-to-increase-happiness.jpg\" }'>\n\t\t\t\t\t\t\t<noscript>\n<style>.no-js #ref-block-post-19346 .ref-block__thumbnail { background-image: url(\"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/how-to-increase-happiness.jpg\"); }<\/style>\n<\/noscript>\n\t\t\t\t\t\t<\/div>\n<div class=\"ref-block__summary\">\n<h4 class=\"ref-title\">8 Proven Ways to Increase Your Happiness<\/h4>\n<p class=\"ref-description\">\n\t\t\t\t\t\tIn my earlier post, the pursuit of happiness (& how to be truly happy) was about living life...\t\t\t\t\t\t<span>Read more<\/span><\/p>\n<\/div>\n<\/div>\n<h2>Design in the world<\/h2>\n<p>Design isn\u2019t just something that we as professionals get paid to do.\u00a0<strong>Any instance where people interact with the world around them to create a solution<\/strong>\u00a0to a problem qualifies as design.<\/p>\n<p>Something as simple as leaning your bicycle against a tree \u2014 the tree is an object in your space that can be used to solve a problem you have (where can I rest my bike?). The stories we as individuals tell one another in the space where we live can be just as compelling as the stories we tell our audiences as designers \u2014 sometimes even more so.<\/p>\n<h2>Stories in graffiti form<\/h2>\n<p>For example, how people interact with a design can in themselves tell a story.\u00a0<a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/30-extraordinary-graffiti-and-wall-paintings\/\" rel=\"noopener noreferrer\">Graffiti<\/a>\u00a0and\u00a0<a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/20-breathtaking-murals-you-have-got-to-see\/\" rel=\"noopener noreferrer\">vandalism<\/a><strong>\u00a0can show a surprisingly wide range of stories<\/strong>\u00a0about how the things designers create are received in the world. What businesses do people respect the most or the least? Where is a client\u2019s message going to be most effective? Look at the graffiti.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotion-through-storytelling\/storiess-in-graffiti-form.jpg\" alt=\"storiess in graffiti form\" width=\"800\" height=\"466\"><\/figure>\n<p>I could go into extreme detail about the common indications of graffiti, itself a complex and fascinating form of design. But in terms of professional work,\u00a0<strong>even digital design has its kind of \u201cgraffiti\u201d<\/strong>\u00a0in the form of\u00a0<a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/comment-design-considerations-best-practices-and-examples\/\" rel=\"noopener noreferrer\">comments<\/a>, anonymous reviews, and even more malicious things like\u00a0<a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/keeping-online-data-safe\/\" rel=\"noopener noreferrer\">hacking<\/a>.<\/p>\n<h2>Conclusion<\/h2>\n<p>It\u2019s essential for designers to observe the storytelling that takes place all around us, and use it to start and lead conversations that will help shape the world. Being a thought leader is a high social position that is available to any designer, in even the smallest of ways.\u00a0<strong>All you need is an outstanding story<\/strong>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Everyone is a storyteller. Stories are how we explore our surroundings and\u00a0communicate\u00a0with others, whether it\u2019s to persuade them, inspire them, or entertain them. As\u00a0designers, storytelling is an integral part of our creative process, because\u00a0we use stories to\u00a0connect with our clients, and especially with the users who interact with our designs. Today, we\u2019re going to go&hellip;<\/p>\n","protected":false},"author":129,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3410],"tags":[559,3780],"topic":[4523],"class_list":["entry-content","is-maxi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Telling Stories Can Nail You More Clients - Hongkiat<\/title>\n<meta name=\"description\" content=\"Everyone is a storyteller. Stories are how we explore our surroundings and&nbsp;communicate&nbsp;with others, whether it&#039;s to persuade them, inspire them,\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hongkiat.com\/blog\/emotion-through-storytelling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Telling Stories Can Nail You More Clients\" \/>\n<meta property=\"og:description\" content=\"Everyone is a storyteller. Stories are how we explore our surroundings and&nbsp;communicate&nbsp;with others, whether it&#039;s to persuade them, inspire them,\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.hongkiat.com\/blog\/emotion-through-storytelling\/\" \/>\n<meta property=\"og:site_name\" content=\"Hongkiat\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/hongkiatcom\" \/>\n<meta property=\"article:published_time\" content=\"2020-03-03T15:15:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-03-17T10:41:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/assets.hongkiat.com\/uploads\/emotion-through-storytelling\/stories-keep-us-human.jpg\" \/>\n<meta name=\"author\" content=\"Addison Duvall\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@hongkiat\" \/>\n<meta name=\"twitter:site\" content=\"@hongkiat\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Addison Duvall\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotion-through-storytelling\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotion-through-storytelling\\\/\"},\"author\":{\"name\":\"Addison Duvall\",\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/#\\\/schema\\\/person\\\/ee39080532d48918a80a4e7c76bdbc65\"},\"headline\":\"How Telling Stories Can Nail You More Clients\",\"datePublished\":\"2020-03-03T15:15:26+00:00\",\"dateModified\":\"2020-03-17T10:41:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotion-through-storytelling\\\/\"},\"wordCount\":1018,\"commentCount\":13,\"publisher\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotion-through-storytelling\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/assets.hongkiat.com\\\/uploads\\\/emotion-through-storytelling\\\/stories-keep-us-human.jpg\",\"keywords\":[\"Business Clients\",\"Freelancers\"],\"articleSection\":[\"Freelance\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotion-through-storytelling\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotion-through-storytelling\\\/\",\"url\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotion-through-storytelling\\\/\",\"name\":\"How Telling Stories Can Nail You More Clients - Hongkiat\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotion-through-storytelling\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotion-through-storytelling\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/assets.hongkiat.com\\\/uploads\\\/emotion-through-storytelling\\\/stories-keep-us-human.jpg\",\"datePublished\":\"2020-03-03T15:15:26+00:00\",\"dateModified\":\"2020-03-17T10:41:49+00:00\",\"description\":\"Everyone is a storyteller. 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