When it comes down to it great storytelling wins. Every time. A great story will trump great effects, great technique, great design, great production, anything else. Really good storytelling gets the viewer or reader emotionally invested, and once you have...

When it comes down to it great storytelling wins. Every time. A great story will trump great effects, great technique, great design, great production, anything else. Really good storytelling gets the viewer or reader emotionally invested, and once you have someone emotionally invested, you have them hooked.

Great storytelling should be the goal with everything we create for our clients, to tell their story in a compelling way that allows room for the audience to get invested. A huge component of storytelling is the content, the language being used, the titles of sections, the way phrases are organized, the pacing of the writing. I think this element is often overlooked in the interactive design industry, as we all focus on code and composition and usability and mobile and the list goes on. When do you ever stop and say, let's discuss the story?

It's the story that will leave a lasting impression of the brand or the company or the application, not the pieces and parts that house that story. It's like we focus on the stage set, the costumes, the music the orchestra is playing, the lighting and the effects, the change from scene to scene and the props the actors are using, but no one ever provides a script. We expect our clients to give us this. The script I refer to is copy (and often photography too). This makes little sense. Every project should have a specific process carved out to address the story, or script, or copy. Maybe if we think of it more like a story and less like pages with words on them for Google to index, we will start creating more compelling experiences.

Here are a few examples of companies who tell a great story - and they tell the same great story across all their storytelling vehicles. If you know of some other examples, please leave them in the comments.

Zappos

MailChimp

Jet Blue

Share on Twitter or Facebook Published October 13th 2010