How to Tell a Memorable Brand Story with Design

Have you ever stopped to think about how design can tell a story? In 2013, Coca-Cola encouraged us to “Share a Coke” and we all started hunting for a Coke bottle with our name and the names of our loved ones. And for as long as most of us can remember, seeing the Nike “swoosh” reminds us to “Just Do It.” That’s the thing about great design - it tells a story, and it makes us feel something. 

At its heart, storytelling in design is about creating a connection between the design and the audience. A well-told story can evoke emotions and create a lasting impact on the audience – possibly for a lifetime. Designers use storytelling to create engaging, memorable and impactful designs that effectively communicate a story, an idea, or a message to the target audience. 

Big brands aren't the only ones that can create great stories. Here are some ways to tell your brand's story through design:

Define Your Story

The first step in telling a story with design is to define the story you want to tell. What is the message you want to convey? Who is your target audience? What emotions do you want to evoke? These questions will help you to determine the direction of your story and the elements that should be included in your design.

Use Visual Elements to Convey Your Story

Visual elements such as colour, typography, images, and illustrations are essential for conveying your story in design. For example, warm and cheerful colours can evoke feelings of happiness and excitement, while cool and calm colours can evoke feelings of serenity and tranquillity. Similarly, the use of bold and playful typography can convey a sense of fun, while more traditional and classic typography can convey a sense of sophistication and elegance.

Create a Cohesive Design

The elements in your design should always work together to tell a consistent and cohesive story. Consistent use of colour, typography and imagery can help to create a strong visual identity for your design, making it easier for your audience to understand and remember your story and your brand.

Make It Interactive

Designs that allow your audience to interact with them can be more engaging and memorable. For example, incorporating interactive elements such as animations, videos, or interactive quizzes can help to bring your story to life and make it more impactful. You can also use personalisation to put your customer at the centre of the story – what’s more interactive than that?

Align Your Story with Your Brand Story

Finally, it's important to align your story with your brand story. Your design should reinforce your brand's values, mission, and personality. For example, if your brand is focused on sustainability, then your design should reflect this by incorporating elements such as green and natural imagery. 

Telling a story with design is a powerful tool for engaging and connecting with your audience. By understanding how storytelling can be used in design, you can create memorable and impactful designs that resonate with your audience. At Finch Design Company, we love storytelling. We take pride in learning the stories behind our client's businesses and creating designs that tell these stories. If you want help telling your brand's story, contact us today or book a free 1:1 workshop to have a chat.