Telling a compelling story
We’re bringing you a blog series filled with 5 design tips to help your business bloom. Missed part 1? Catch up here.
Part 2 is all about telling a story: the power of narrative in design.
People connect with stories. Whether it’s through words, visuals, or experiences, storytelling is one of the most powerful ways to engage your audience and create a memorable brand. Your design should go way beyond aesthetics - it should narrate your brand’s journey, identity and values in a way that invites your audience along for the ride.
Why storytelling matters
A well-crafted story evokes emotions, builds trust and strengthens brand identity. When your audience sees themselves in your brand’s story, they’re more likely to engage, connect and remain loyal. (Check out our guest blog post by Karen Thatcher, a Comms Consultant, who looks at the transformative power of authentic storytelling in business.)
Think about a travel agency using breathtaking imagery of destinations alongside testimonials from happy travellers- this not only showcases what they offer but also immerses potential customers in the experience. Or a coffee shop using authentic photos from their space, sharing the story of where their coffee comes from, with each staff member telling the audience how THEY like to drink their coffee. They get to share with their customers about the products they have to offer, whilst also adding a personal touch by introducing the team and their individual personalities. This is where visuals and voice work hand-in-hand.
Key ways to incorporate storytelling in design
Visual hierarchy: Arrange elements in a way that guides viewers through your brand’s narrative. Use images, text, and colours strategically to direct attention.
Brand imagery: Choose photos and graphics that reflect your brand’s personality and mission. Authenticity is key- real experiences and real people resonate more than generic stock photos. It’s all about connection.
Typography & colours: Fonts and colour schemes should match the tone of your story. A playful brand might use bright colours and bold typography, whilst a luxury brand might go for elegant, subdued tones.
Brand voice: Think about how you use your words, phrases and calls to action, to tell the story. Incorporate your business values in the way you phrase your captions and your wording in your design. You’re not just telling any old story, you’re telling YOUR story- what makes you and your business different from others?
Consistency across platforms: The same narrative should be present across your website, social media, packages and marketing materials, reinforcing brand recognition.
How to tell a compelling story
Start with your ‘why’: What drives your brand? What are your values and goals? Why are you communicating? Let your core message and core values shape your design choices.
Then “who”, “what” and “where”: Think about who you’re trying to reach (who is your target audience), what you’re trying to say (what do you want them to hear?) and where you’re designing for, to reach your who, what and why? (web, social media, print, etc.)
Use emotion: Evoke feelings that align with your brand’s mission—whether it’s excitement, nostalgia, or trust. But keep it authentic.
Show, don’t just tell: Incorporate visuals, testimonials, and user-generated content to bring your story to life.
Design is more than just making things look good…
Design is more than just making things look good- it’s about communication and connection. By integrating storytelling into your designs, you will create an emotional bridge between your brand and your audience.
Stay tuned for part 3, where we’ll explore the importance of inclusivity in design and how it can help your brand resonate with a broader audience!
We’re rooting for you
and your business to bloom 🌷
Need help crafting designs that tells your story? You don’t have to go it alone, we’d love to help you! Whether you need a rebrand, a brand refresh, templates, brand guidelines or something else, we’ve got you covered. Let’s chat: book in a no-obligation discovery call or drop us an email: hello@bloom-creative.co.uk. We can’t wait to help you make an impact with your visuals!
Bloom Creative is a design business based in Kent who support local and national businesses with a range of services that enhance their brand and get them seen and remembered, including: quality digital content, eye-catching print design, and bespoke branding & brand refreshes.
If you’re interested in our services and/or getting to know us better, you can book in a virtual coffee break call with founder Amy Walters.
