Ten practical tips for telling great stories
Creative cues for bringing shape and clarity to abstract ideas
Illustration by Gordon Studer
Designers must be great storytellers. When they are, they can make the strategies and processes behind their work sing. But abstract storytelling frameworks often feel too distant from the realities of day-to-day design work.
To help designers shape compelling narratives, I’ve distilled my storytelling approach into a handful of creative cues. Each one is a strategy that brings clarity and resonance to the decks and presentations designers rely on—transforming them into moments of meaning.
1. Paint a picture
One of design’s greatest strengths lies in its ability to tell compelling stories through visuals. Use your skills to close the imagination gap: Use imagery to give shape to new ideas, illustrate the future, and bring clarity to concepts (even those beyond traditional design).
2. Give it a “look”
We all see so many decks. Distinctive design elements and impactful imagery can make your content stand out. Use your design skills to leave a lasting impression that ensures your story will be the one people remember.
3. Name your ideas
Catchy names make ideas stick. They make ideas more tangible, easier to remember, and simpler to share. They can also evoke emotion, create associations, and set a tone, helping people to connect with and rally around your idea
4. Choose one takeaway
Identity the single key takeaway from your presentation. What do you want the audience to think, feel, say, or do? Every story beat should support that takeaway with clear intent. Keep each one focused on a single concise thought.
5. Apply a framework
There are many storytelling frameworks. A tried-and-true framework consists of four key elements:
- Context. Set the stage: What does the landscape look like? Who else is trying to solve this problem? How are they approaching it?
- Pain point. What’s broken or frustrating? Why will your idea matter to users?
- Solution. What’s the core idea? How will it work and what will the user experience be?
- Impact. What value will this unlock for users and the business? Why is it important now?
6. Start with questions
Starting to craft a story can be overwhelming. Begin by outlining the key questions your presentation needs to answer, then build your narrative around those answers. Each one can become a story beat or key takeaway.
7. Record a video
In our Slack-driven, asynchronous world, a video recording can be a valuable companion to a slide deck. Well-crafted talk tracks help decks land with clarity and intent. If you want your story to travel, record your presentation so it can stand on its own—even when you’re not in the room.
8. Be clear
As you craft your story, think about how to make your key takeaway a self-evident, unquestionable, and obvious conclusion. Be opinionated! Spell things out clearly and concisely and leave no room for misinterpretation.
9. Set the level of fidelity
Each level of fidelity sparks different conversations, leads to different outcomes, and carries different risks. Be intentional about your goals so you can accurately choose the right level of fidelity for your audience.
10. Find the emotional core
Great stories move people. And great design solves real problems for real people. Paint a vivid picture of the problems your design work solved, and why they matter. Then take your audience on the emotional journey behind the solution.