By Mikel Bruce
A good story draws you in, even if it is set in a different era, or a different culture. Visual storytelling in web design does the same thing. It draws the audience in through visual elements, turning your business into a relatable, familiar one, and inviting the audience – the web visitors – to participate.
Storytelling can help your business stand out, especially in competitive spaces, and makes the information about your services/products more accessible and memorable.
Every business has a story to be told, and there’s no better place to tell your story than on your website.
7 Ways to Incorporate Visual Storytelling
1. Imagery & Illustrations
Ever heard the saying that a picture is worth a thousand words? This is just as true on your website. We can be told that a whale is 20 yards long, and that’s pretty impressive, or we can see a photo of a human in a tiny boat alongside a massive whale – and feel an immediate sense of awe as our heart skips a beat.
The images on your website are tools that communicate the story of your business and the role your customers can take in your business. Each image can either support your messaging or undermine it, so selecting the right image is critical, especially on the website homepage, where most visitors will begin their journey. The homepage is like the cover of a book or movie, showing something of the essence of the story.
Your website’s imagery can come from many sources: custom photography, stock photos, custom icons and graphics, and illustrations.
A skilled web designer can guide you in choosing the style of imagery that most supports your message. Consistency is important: an out of place image is like an abrasive typo that distracts the visitor and ruins the continuity of the site.
2. Animation & Interactive Elements
Adding some well-placed animation or an interactive element is a great way to draw attention to a specific aspect of the site, but remember, a little goes a long way. Like any successful design element, animation needs to have a purpose.
Too much movement can actually distract a visitor and deter them from continuing to explore the site, like a random action scene that disrupts the flow of a story, or has no bearing on plot.
There are several ways to make use of eye-catching interactive elements or movements on your site, including micro-animations and hover-overs. For example, judiciously placed micro-animations can help to emphasize the journey that you’re hoping your visitor will take.
So, before placing animations on your site, ask yourself: Does it make sense contextually? Does it highlight a main function of the site? Or, does it distract?
3. Use of Space
Space is an often overlooked element in web design. Any story that has too many characters or changes of scene quickly becomes overwhelming. In web design, this is resolved through the use of white space, which creates a sense of simplicity and heightens the effectiveness of the other design elements.
This simplicity may be a challenge to achieve if you …read more
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