Universal Principles of Storytelling for Designers

Emotion

Character Relatability

An audience’s ability to relate and draw a connection to characters in a story.

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When you tell a story, you invite others into your narrative space. For those unfamiliar with the characters in your story, it is your responsibility to introduce attributes and peculiarities that foster connections. Those characters might include designers, consumers, stakeholders, or the design itself.

Until your audience understands the character’s motivations, likes, dislikes, abilities, and failures, it will be challenging to immerse themselves in the narrative. The relationship between a character and an audience thrives ...