Storytelling and design: why should your brand tell stories?

At the time of delivering a good design project, it’s essential to ensure that the intended message is being conveyed in a creative way and that the content manages to get the attention of the public to which it’s meant. And, to reach that goal, there are several strategies that a designer can use. One of them it’s storytelling, which has been capturing the attention of companies in recent years.

Want to know more about this important trend? Read on and understand why your brand should tell good stories!

But what is storytelling?

Storytelling has a self-explanatory name but, even though “telling stories” is what the concept is about, it’s important to go beyond the literal aspect of it to understand why storytelling is so talked about these days – especially in the corporate environment.

Telling stories is one of humanity’s oldest customs, and it precedes the rise of written language and other forms of communication. Before it was possible to record information in materials and surfaces, people needed to pass on their knowledge verbally – otherwise, customs and traditions would disappear.

But here we are not talking simply about the act of “pronouncing” teachings to other people. In the age of orality, information was structured in narrative forms, such as fables and parables, in a strategy to capture the attention of listeners and help the process of memorization. That’s where storytelling comes in.

Stories are important because they can create emotional points of contact with people and, at the same time as they pass on knowledge, they give birth to emotions and feelings. And those elements are essential when it’s time to make the listener connect with what’s being communicated and engage the narrative more deeply.

And what’s storytelling got to do with design?

As the years passed, new techniques came up and other possibilities for the transmission of knowledge were created. However, the importance of telling a good story remained a big differential when it came to sparking people’s interest.

The need to create a well-constructed narrative – with characters, emotions and, preferably, one that looks like a story being told naturally – was noted by several writers, artists and, now, by brands when it’s time to engage their customers.

And design, as an important tool for communication between brand and audience, realized how to use that strategy to be even more effective. Professionals of this field can bank on storytelling so that their product’s messages generate more empathy in people, for example. After all, if communication can be richer and more humanized, why not invest in that? Remember: everyone is interested in a good story!

Storytelling in packages

Packages are great platforms for telling stories – it’s no coincidence that storytelling has become an increasingly stronger trend. Packages are, frequently, the first point of contact between brand and audience and, therefore, must be considered when investing in relevant narratives that create an emotional and lasting bond with customers.

Packages can, for instance, present information about the company’s history, create a narrative for the product, defend a cause or, even, tell a real story. There’s no right recipe or an easier way. The important thing is to convey a message which is in line with the values your brand defends.

Want an example from us here at Pande? We were presented with the challenge of launching a children’s product line for Native, the largest organic sugar manufacturer in the world. To establish contact with the kids and convey the idea of commitment to nature – one of the brand’s values – we used storytelling in our strategy.

We created a story with characters and narratives that made reference to a super heroes’ universe, looking to engage the public with the brand and with matters of sustainability. Thus was born the Ecofriends Squad, a collectable card game which adds a playful and engaging content to the packages.

There’s no denying that storytelling is a strong trend for design. The key is to understand that it can be an excellent strategy when it’s time to create a strong and emotional engagement with your customer. So, if you have a good story, tell it away!

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