One of the most fundamental principles in communication is the principle of «storytelling», which is as banal as it is ingenious, because stories have fascinated us for thousands of years and are an excellent way to convey complex facts in a vivid and understandable way.
As Jesus of Nazareth was asked over 2000 years ago, what he actually meant by the term "love of neighbor", he replied not with an abstract definition, but used the principle of storytelling. He told a fictitious story of a helpful Samaritan that millions of people know to this day and associate with the principle of love for one's neighbor – more than any philosophical definition formulated by others later on.
Storytelling therefore means nothing more than conveying information in the form of a story. It can be used in knowledge management, in journalism, but also for PR or advertising purposes.
What storytelling can do
The aim of using stories as a form of expression is to enable complex information to be absorbed as well as possible and anchored in the memory over the long term. This way, we are much better at remembering dry facts. Studies1 show that stories increase neural activity more than any other form of communication.
Storytelling is therefore a useful way to make complex ideas understandable, create emotional connections and spark the interest of the audience.
Although there are a variety of how-to guides on storytelling, there are at least three elements at the core of every successful story:
- one or more protagonists
- an event or a problem
- the overcoming or failure
Origin
Storytelling has its roots in the oral traditions and stories of ancient cultures and has developed over time into a recognized art form and method of communication. The modern application of storytelling in various disciplines has been significantly influenced by theorists such as Joseph Campbell, who popularized the concept of the "hero's journey", and Walter Fisher, who developed the theory of the "narrative paradigm".
- Campbell, J. (1949). The Hero with a Thousand Faces
- Fisher, W. R. (1984). Narration as a Human Communication Paradigm: The Case of Public Moral Argument
Application in UX and UI design
One of the most important tips in storytelling is "show, don't tell". That's why video clips are particularly well suited for effective storytelling. One example: in 2013, more than four million people saw the Google commercial "Reunion" within five days. In this touching story, two childhood friends who had not seen each other since India's partition in 1947 were reunited thanks to Google Search.
Storytelling can also be used in UX and UI design to create coherent and appealing user experiences. By integrating narrative elements, designers can guide the user through a comprehensible and emotional journey that improves understanding and interaction with the application.
A user journey, i.e. the user's path from the first interaction to achieving their goal, can also be enhanced with storytelling elements. Storytelling can help to present a product's features and benefits in a way that is relevant and comprehensible to the user. This narrative information is thus much better absorbed and remembered in the long term.
However, the challenge is to find a balance between narrative and functional elements. Too much storytelling can clutter the interface and confuse users, while too little can make the content seem boring.
A practical example of the use of storytelling in UX design would be the topic of onboarding. A video could show how a user registers in an app and then uses it efficiently to solve a specific problem. Such a video would probably be more effective than many lines of text in a manual and would significantly lower the barrier to entry. Furthermore, a sympathetically presented story strengthens user loyalty in the long term.
