24ways: articles: 1 row where where "published" is on date 2011-12-14

1 row where "published" is on date 2011-12-14

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Link	rowid ▼	title	contents	year	author	author_slug	published	url	topic
279	279	Design the Invisible to Tell Better Stories on the Web	For design to be meaningful we need to tell stories. We need to design the invisible, the cues, the messages and the extra detail hidden beneath the aesthetics. It’s all about the story. From verbal exchanges around the campfire to books, the web and everything in between, storytelling allows us to share, organize and process information more efficiently. It helps us understand our surroundings and make emotional connections to people, places and experiences. Web design lends itself perfectly to the conventions of storytelling, a universal process. However, the stories vary because they’re defined by culture, society, politics and religion. All of which need considering if you are to design stories that are relevant to your target audience. The benefits of approaching design with storytelling in mind from the very start of the project is that we are creating considered design that allows users to quickly gather meaning from the website. They do this by reading between the lines and drawing on the wealth of knowledge they have acquired about the associations between colours, typyefaces and signs. With so much recognition and analysis happening subconsciously you have to consider how design communicates on this level. This invisible layer has a significant impact on what you say, how you say it and who you say it to. How can we design something that’s invisible? By researching and making conscious decisions about exactly what you are communicating, you can make the invisible visible. As is often quoted, good design is like air, you only notice it when it’s bad. So by designing the invisible the aim is to design stories that the audience receive subliminally, so that they go somewhat unnoticed, like good air. Storytelling strands To share these stories through design, you can break it down into several strands. Each strand tells a story on its own, but when combined they may start to tell a different story altogether. These strands are colour, typefaces, branding, tone of voice and symbols. All are literal…	2011	Robert Mills	robertmills	2011-12-14T00:00:00+00:00	https://24ways.org/2011/design-the-invisible/	design

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