Whether you are a web designer/developer or you are a business owner in need of an effective design, it's storytelling that matters. Good web design is the result of good storytelling.
Why? There are several incredibly important reasons to do this:
- According to many different studies and statistics, most websites have from as little as 0.05 seconds to six full seconds in which to make the right impression. Either way, that is not a lot of time, and it means that your website's landing and/or home page must be strong, on point, and illustrate the overall story of the firm or organization. Good story can convey a ton of information quickly, concisely and effectively.
- Every brand and/or website does indeed have a story, and your clients will expect you to be able to bring that to life through such things as the logo, the layout, the graphics and any other element of your design work.
- According to one authority, "our brains respond to content by looking for the story that explains the situation. The story helps us create cognitive maps, mental models and narratives." Good design is going to be able to do this, and always in line with a client's goals.
- We live in the age of information overload, and if you can effectively tell a story through your design, you are on the road to success.
Of course, you may be wondering just how you can combine storytelling with all that you know of web design.
Whether you are reading this as a form of career advice or seeking to understand optimal web design, you can see how storytelling merges with web design on many points. For instance, a website needs to know its audience and just how to ensure it will meet the needs of the audience. The design of any website is also driven by the goals of the players (the company, website owner, etc.). Any site must show rather than tell and should be easy to understand. It has to be engaging to the intended audience and feature universal elements that are both familiar and yet likely to hold interest.
The very best and most successful firms offering web design understand just how to incorporate storytelling into each page of a site. They will be able to balance the visual material and layout, the content and the user experience. This helps to create connections between all the information.
Let’s take a look at the home page of SYN Interactive
. A Vancouver based digital agency and web design company.
Here are a few techniques used here to deliver a story to target audience:
1. Your logo should show your company’s personality
Your logo should deliver what you are capable of doing. Using bold colors shows confidence. The red in SYN Interactive’s Logo shows the energy, excitement, and passion of the company. It also puts more emphasis on the letter “S” which helps the audience remember the S and associate it to SYN Interactive.
2. Using the right graphics & typography
Here is the part where you need to completely understand who your audience is.
In the example below target audience is software companies, startup companies, or professionals who have some knowledge about mobile and web development.
The graphic shows a screenshot of an application in a mobile phone. The screenshot shows a “User Profile”. The text puts more emphasis on “Web & Mobile App Development” which helps the audience understand that the company provides “Web Based” or “Native Mobile App Development” and is capable of delivering multi-user applications.
The smaller font size gets into more technical details about “Single Page, Cross Platform Applications” which only users with more technical knowledge will understand.
3. Using the right icons
Icons are a very powerful way of communicating with your audience.
Let’s look at the few of icons used on SYN Interactive’s website:
- Affordable Web Design: The icon immediately communicates to the user that website’s developed by SYN Interactive are “Responsive” and will work perfectly on all devices.
- UX Strategy / CRO: The icon shows that SYN Interactive can provide UX strategy to take the user from top of the conversion funnel to actual buyers.
4. Showcasing your work
Showcasing products, you have built or services you have delivered can help with telling a good story about your company. It shows the trust you have built with these clients. It presents the range of services you offer and the sizes of companies you work with.
For more examples on web design and storytelling SYN Interactive
to see how they have used storytelling, user experience, and custom web development for their clients to effectively tell the story and grow an audience.