This tutorial will look at storytelling and the creative process and talk about why it's important. Specifically, this lesson will cover:
Storytelling is a pretty simple concept and one that many are familiar with. For visual design it's a great component for presenting work throughout the design process. It's important because every company wants to be identified using a main narrative. Storytelling becomes a strategy that engages the consumer in knowing what the company is all about, where they're going and where they hope to end up. A good story can help wrap potentially boring quantitative information into exciting qualitative information. Quantitative information is information based on quantities or numbers, for example statistics and qualitative is information valued for its characteristics.
Below is an image from an old TV commercial for a watch.
The commercial narrative states, "And for graduation, an event of a lifetime, give Bulova, the gift of a lifetime, the amazing new Bulova self-winding watch. It winds itself automatically. Just set it and forget it. The mere motion of your arm keeps it fully wound. 17 jewels, only $49.50. This stunning Bulova Starlet, it's so charming with an enchanting expansion bracelet, a superb gift. Amazingly priced at only $29.75. The handsome, dependable Bulova Maxim, complete with matching expansion band, this exceptional timepiece is priced at only $29.75. Your friendly Bulova jeweler is now displaying over 300 distinctive 1951 models priced from $27.50 to $5,000. Each, regardless of price, embodies Bulova precision, beauty, and dependability. So for her, for him, forever. For the warmest thanks you ever received give the world's finest timepiece, Bulova, gift of a lifetime."
You can see they tell the story with clear narrative which is a simile source for a story. So just so you don't confuse the two, think of narrative as the structure of events. It deals with how events are told. Story is the sequence of events. So narrative is the design of the building and story is the tour through the building. They were able to give you quantitative information like the number of varieties available, how much jewels the watch had, how much it costs, the price ranges, and turning it into qualitative information about the watch having beautiful quality, being recognized by many people, being a great gift, and of course lasting a lifetime. So it did all that while also providing that emotional appeal and attachment to the consumer with that whole graduation story.
Now in the development of developing a story there are three steps, writing a script, storyboarding, and production.
Writing a script is a bit different than writing a design brief in that script's main objective is to flesh out a story. Below is the script for Argo, which won best picture.
You can see how a script is typically formatted into sections with numbered, noted, and labeled shots. You take the script and go on to our second step, which is storyboarding.
Storyboards translate or visualize the script into sequential images. Imagery is used to convey the story so it's important to keep images in a logical order, much like you would a comic book. Now the last step in developing a story is production, which is the shooting of footage or animation of graphics if this is a time based design like commercials or movies. So a time based designer will use the script and storyboard as a guide to follow in this final step. But storytelling isn't just for designing time based works like TV or film and in fact can be used across all media type. The magazine ad below, it has this implied narrative for the viewer.
So this magazine ad, it has this implied narrative for the viewer. Clearly, this ad is advertising the cigarettes, but look at the story it created. Three guys gone fishing, man lights up a cigar or cigarette, and he gets lucky I guess, Lucky Strikes again, and he catches a swordfish back there. And now him and his two buddies are talking about it and he's clearly the cool guy, I guess. And this sort of throws us back to that old expression of the picture being worth a thousand words and pictures having stories to tell. Still images can tell stories just as well as moving images. And it's apparent in this example and many, many types of media around you as well.
Well, that concludes today's lesson on storytelling. This lesson gave an overview of storytelling by focusing on the importance of narratives in selling quantitative information in a quantitative way. Next the lesson showed you storytelling in action and discussed how to develop the story by writing the script, storyboarding, and going into production.
Keep up the learning and have a great day!
Source: SOURCE: THIS WORK IS ADAPTED FROM SOPHIA AUTHOR MARIO E. HERNANDEZ
Narrative is a simile for story.
Quantitative is information based on quantities or numbers. For examples, statistics.
Qualitative is information valued for it characteristics.
A script is a writing format that is linked to the time-based media such as film and television.
Storyboard is a collection of drawings or images that visualizes a story from a script.