There are multiple ways to tell a brand story, but visual storytelling is easily one of the most effective.
It's easy to dismiss visuals or design elements as aesthetic factors. Yet, if you use them properly, you can grab attention, appeal to your audience's emotions, and communicate your brand story effectively.
Visual storytelling involves using visual components like images to convey a message. When done correctly, it can draw the attention of your target audience, trigger desired emotions in potential customers, and make complex information easy to understand.
Your design — logos, color schemes, imagery, and typography— shouldn't just be for aesthetics. It should reveal your brand's personality.
Here's what visual storytelling does:
Visual storytelling fits right into any design philosophy, whether posting a dynamic video on Instagram, designing an eye-catching infographic for your website, or crafting a compelling slide deck for a presentation.
A visual story grabs attention and is easy to remember. But for it to be effective in design, several core elements need to work together.
Types of visuals you can use to tell a story include:
Your target audience will determine which visual you use. For example, if you sell to B2B customers like C-suite executives, you wouldn't use memes to tell a story. Instead, you'd go with something more serious, like a professional explainer video.
After determining the right visual for your narrative, you can use it as stand-alone visual content or combine it with other formats for maximum impact.
What narrative do you want to tell? This is the core element of visual storytelling, so figure it out before putting your visuals together. A good story has a clear message, takes the audience through a journey, and, most importantly, creates an emotional connection.
The story can be about anything that elevates your brand or interests your customers, including:
The type of story you tell will determine the characters in your visual narrative, which can be humans or inanimate objects.
It's easy to think the core message is the only crucial storytelling element. But here's the thing: Color plays a huge role, too. The right color choice doesn't just make things look good — it triggers emotions that bring your story to life.
A study published in ResearchGate says different colors evoke different emotional responses. For example, red is associated with passion and power, while yellow is related to cheerfulness, humor, and optimism, according to the same study. Blue, on the other hand, can communicate dependability and trust.
When selecting colors for visual storytelling, make sure your choices complement each other and your brand as a whole.
Whether you create a visual story on your own or use brand design services, here are the best practices for leveraging the power of image.
What do you aim to achieve with your visual story? Is there a specific action you want your audience to take at the end of the narrative? Knowing your goals helps you make design choices that drive a desired action.
Determine who your story is for. Find your audience's pain points, curiosity, motivations, objections, and interests. The insights will help you use visuals that resonate with potential customers' needs, making your story effective.
Chances are, you want people to take a specific action after learning your story. And for that to happen, the narrative must be persuasive. A compelling story:
You have seconds to hook your audience or they're gone. Make the first impression count by using the following:
A great visual story isn't just about the main image or video — it's about the small details that tie everything together. These supporting visual elements reinforce the message and streamline your audience's experience.
For instance, the right fonts for text-based images ensure your visuals are clear and easy to understand. Little movements like parallax effects or micro-animations can keep things dynamic to boost engagement.
If people have to think too hard to understand your visuals, you've already lost them. Eliminate clutter to improve clarity in your story. Here are some tips to achieve that:
When customers complained about pizza quality, Domino's listened. They created a behind-the-scenes video in which employees acknowledged the feedback and showcased a new recipe — proving they were serious about making better pizza. The video was compelling because the storyline included a pressing problem and a satisfying resolution.
Airbnb shared a story about providing shelter to a family displaced by a natural disaster. This heartwarming narrative illustrates how the brand supports communities and people in need, making a powerful emotional impact.
The video can easily persuade viewers that booking their next stay with Airbnb isn't just about its services — it's about contributing to the brand's social impact.
Use visual stories to capture attention and make your brand memorable. But what if you're not a seasoned visual storyteller or don't have the time to create a compelling narrative?
PixelPocket can handle all your branding and visual storytelling needs on demand. Everything is done for you, so you won't need to spend time learning the rules of a visual story. Book your call today with a design expert to learn more about our services.
