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How Storytelling Helps in Designing Great Products When we have to design something, there is always a story - of a need, problem, or realization that needs to be uncovered and told. Storytelling is one of the oldest forms of human communication. A great story sparks the brain’s reward system, with an emotional charge, solidifying the story in our memories. Just like stories told in words, visuals can communicate narratives and evoke emotions. The process of creating new products is all about telling stories with design.
“...people are not just buying products, they are buying better versions of themselves, which means they want to know how a product will shape their lives and their narratives.”
Storytelling is a Technique and Process of Design The typical design process starts by digging into details and focusing on users, their environment, and their expectations. At the start of the creative process, designers ask what a product or service can do for people, and what people can do with it. Creating personas and scenarios while designing a product helps the design team work their user in mind and build empathy. A great story incorporates the main character (your users), a supporting role (the product), and setting (the ‘Why’ and ‘When’ users need your product). Based on training and experience, designers can communicate the intended story through form, shape, colour, and finishes.
Design is the Narrative Behind every good design is a story Design is not only about the aesthetics of a product, but also about interaction; how intuitive, approachable, and usable that product is. For example, colour can highlight interaction points while recessed forms with a neutral finish allow other elements to fall away. Combining colour and emotion is a powerful storytelling technique. The designer explores the colour, cultural context, narrative content, and psychological effects to alter the meaning of the product or design and change its impact on users. Storytelling in Design Thinking If you want to show how your design solution brings a positive change, you need to tell a story that connects with people emotionally to justify your thought process. 42
