Websites host a wide variety of content, but regardless of the type, they typically follow a certain information architecture—and stories are a particularly special form of content. Storytelling allows content to be conveyed to users in a more narrative and emotional way. Good stories often begin on the page, but their final presentation relies on thoughtful design. So, how does design help tell a story effectively? You can approach this from the following seven dimensions.
- Images: To tell a good story, you must first capture users’ attention visually. When striking images are paired with compelling copy, the page immediately comes to life, and the story unfolds. From photos to colors, from text to details, the message and tone of the story should align with the overall visual design—a good story will keep users engaged from start to finish.
- Characters. When designing a website, we often discuss the relationship between users and story characters: What identity does the user represent on the site? And what kind of character is presented to them? This character can be a tangible figure that runs throughout the design, or it can be a kind of “mood” or “tone” embedded in the visual and textual content. Once this is clearly understood, the content and design will share a unified tone.
- Interactivity: Encouraging users to interact with content is one of the key benefits of design. Through animations and calls to action, users are naturally drawn to key content and important controls, and are encouraged to get involved—every click and action a user takes is a way of participating in the story.
- Games: Crafting the story itself is often the most challenging part; telling it is actually the easy part. If you’re unsure how to present the story, try designing it as a simple mini-game to give users a fun way to experience the story. The key to storytelling through games is to keep it simple and offer rewards. Whether it’s virtual achievement badges or coupons, users need to feel they’re getting something out of it—only then will they be willing to keep listening.
- Microinteractions: In today’s websites and apps, a wealth of animations and microinteractions create a series of fun little moments. Every time you save settings, send a message, or log in to an account, you can experience playful yet subtle feedback. WeChat’s “Like” button is a great example—once you try it, many people find themselves endlessly entertained by this interaction.
- Explanation: The structure of a story is generally straightforward—three basic elements are sufficient: the beginning, the middle, and the end. When applied to a website: the beginning consists of the logo and title, which let users know what the site is about and why they’re there; the middle involves presenting the content and highlighting its unique features; and the end is a call to action, guiding users to make a purchase, subscribe, or leave their contact information.
- Simple. A simple story helps users grasp the core message more quickly. Capture their attention and leave a good impression—that’s how you turn them into repeat customers.
By weaving these seven dimensions together, a web page is no longer just a collection of information, but a story that guides users along its journey.
For web design in Wuxi, turn to Zongye Technology.
