The essence of storytelling

Many ways to tell a story

When planning visual communication, some of the most important questions to answer are about storytelling. Whether you’re working on a film or a live presentation, or using techniques like nonlinear editing or motion graphics, the principles of storytelling are the same.

  • Who is the hero of the story?
  • What do they want and why do they want it?
  • What happens if they don’t get it?
  • What’s the obstacle?
  • Why is it there?
  • Can they overcome it?
  • If so, how?
  • If not, why? And what must they do instead?
  • How do they approach the obstacle?
  • Is this plan going to work?
  • How do they succeed?



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