Join Stacey Williams-Ng for an in-depth discussion in this video What is the story problem?, part of Storytelling for Designers.
…Isn't it just always the case that when you're just starting to identify with…a character in a book you're reading something terrible happens to them?…And why do the teenagers in horror movies always open the creaky door?…It's because they're simply is no story without conflict.…Stories at their deepest level from their earliest origins are humanities way of…warning one another against dangers.…It's why language was developed, so you can tell your fellow caveman that you…saw a predator in the bushes over there this morning and…he'd be wise to avoid that area today.…
And probably because story telling played such a crucial roll in our safety and…survival, we are hopeless consumers of them.…We can't help but listen.…So, what is the predator that needs to be avoided?…What is the looming danger?…If you are as I suspect,…selling something, then what evil is your client's product going to fight away?…Let's look at some examples from the advertising world.…In this print ad for Salat olive oil, we see a mailman approaching a blind corner.…
- Connecting with your audience
- Defining the structure (and protagonist) of your story
- Tools of the trade: symbolism, color, icons, typography, and more
- Using personas
- Creating a brief for your story