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Use of storytelling in Web Design
Use of storytelling in Web Design

Use of storytelling in Web Design

Who doesn’t like good stories? Children, teens, adults, everyone does. All facts, figures, and data together can never replace the impact of a simple good story.

Web designing predicts the growth in the use of this trend in the years to come. Many web designers from Warrington have already started working with this theme. Web designers use this theme to design a narrative about a product, culture, or slogans using visual and verbal cues. Using this design method can be tricky as the story may be great, but the tellers (web designers) should know how to tell it.

To effectively tell/sell the stories, manipulation of three dynamics becomes essential here:


We should know that on a website, users can come and go anytime. Macro contents like long lines, paragraphs, and narratives won’t help. Micro contents like titles, navigation labels, buttons, hyperlink text, etc., should be effectively used to forward the story.


They should be manipulated to advance the story. Users absorb 75% of information from pictures. This is due to the Pictorial Superiority Effect (PSE) of the human mind. Colour choices, typography, a hierarchy can powerfully communicate your message.

User experience

The ‘what will happen next!’ curiosity should be evoked. We can use this experience to further the story, leading to a solution or Call To Action (CTA).

Structuring elements

Once we know how to manipulate the dynamics, web designers should decide on some story structuring elements.

  • The message – where is the story leading? What is the intention? This idea should be clear from the beginning.
  • Emotions – this will drive the users to go on. Happiness, excitement, sadness, and the other emotions the story is trying to manipulate.
  • Characters – here, the character can be the user or a mascot. The characters will guide the user throughout the story.

Development pattern

This is the pattern in which the story should go forward, leading the user towards a solution/CTA.

Opening scene – it should start with compelling words, imagery, or visuals to hook the users. Some positive or negative emotions, along with curiosity, should encourage them to go further with a ‘What next’ attitude.

Story development – the story proceeds and here, lighting can be used effectively to manipulate the mood. For example, moving from a dark to a lighter theme can bring a hopeful vibe, and the opposite can create tension.

Call to action (CTA) – the story should lead to a solution and end with CTA. This solution can be to donate for a cause or to purchase a life-changing product. The users act because they are hooked by this time.

Following this pattern or sequence can lead the user to accept the solution that the design provides effectively. The user understands the design system’s intention more clearly because of the sequential ordering of enticing information.

Parallax scrolling

Parallax scrolling is one useful tool web designers use to engage the users with storytelling design. It draws them in and guides them through the story. The interactive nature of parallax scrolling keeps the visitors engaged. The user interacts with the website to reach the end. Even if they do not interact, a character or a mascot guides them through the story.

This engaging way of storytelling is slowly gaining momentum. It is becoming a popular choice. Educational, Commercial, and marketing websites are using them more and more. For every web designer, this is a trend to keep our eyes on.



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