Transcription
When your designs just look good, people just look at them. But if there is a story behind your design, people remember it forever. So, thinking how? So in this video, we will discuss the importance of storytelling in designing. In this video, I will tell you how storytelling will take your designing to the next level and make your designing super engaging. If you are visiting this channel for the first time, please subscribe to this channel and watch this video from beginning to end because in this video today we will discuss how storytelling is done in designing. So let's start the video. [Music] See, design is not just for looking beautiful. The real job of designing is to make people feel. And the most powerful tool for that is storytelling. If your designing has storytelling, people will be able to connect with that design. They will be able to engage themselves with the designing. See, let's take an example now. Like the Apple brand logo. When we see the Apple brand logo, we get a feeling of innovation. Because we recognize the Apple brand as an innovative brand. And let's take another example. Like the NYKI brand logo. The NKI shoe logo, when we see that logo, we feel energy and motivation because behind every big brand, there is a well-thought-out story because their design is a proper strategy behind the designing. There is proper storytelling. Only then do we get a feeling from their designing. We can connect ourselves with that design. See, storytelling makes designing emotional, and emotion makes a brand memorable, and a memorable brand creates a loyal customer base. Story = Emotion, Emotion = Memory, Memory = Brand Recall, Brand Recall = Loyal Customer. [Music] See, now I will show you some designs and through those designs, I will explain to you how storytelling is done in designing. See, in this advertisement for Gold's Gym, look at this ad, you will understand by looking at it. See, how it was written first, Fat, Fat, then slowly the last typography you are seeing and the human imagery used in it, meaning the journey from fat to fit, fat to fit is shown in it because this is a gym ad, so this is a perfect advertisement for this gym ad. Meaning, it is shown how you can come to our gym and become fat to fit. So this is good storytelling, and this next design is Mercedes Benz's design. In this, you can see a dinosaur face shadow created behind a tool. The purpose behind this image will be seen in the headline. See, it is written here, "Unofficial service can be dangerous." Meaning, if you have a Mercedes car. If you do not use the Mercedes Benz service center and use some third-party service, it can be dangerous for you. So, a visual has been created to explain that. Since such a big brand has created an advertisement, it is definitely designed with some thought behind it. So, this design or this visual design, this visual and the typography, both complement each other. As a visual designer, our job is to create visual communication through typography, through visual design. So, this is a good design example in which storytelling has been done. There are more examples after this. See these two designs. In the first design, only a bicycle image is used along with typography. There is no storytelling in this. It is just a good-looking visual design. Which is just attracting you through design. There is no concept behind this designing. If you look at this second design, typography is used in it. Along with that, the bicycle image used in it, and also the image of two stones is used in it. Because as soon as the image of these stones is used, it gives a feeling of adventure and exploration. It feels like your bicycle is made for off-roading. Because as soon as we see this design, we understand what the concept of this designing is. But in the first design, we don't understand by looking at it. We just see a good bicycle and a good layout. How typography has been added and designed. But what is the concept? There is no concept. It is just a good-looking design. But in this second design, the layout design is good. And along with that, there is a concept behind it. Along with the bicycle, it has used two stones. And as soon as these two stones are added, storytelling automatically comes into it. You can consider this as an adventure bike. You can understand the concept of exploration in it. Because many different concepts can emerge from it. But the primary concept we understand from it is the feel of an adventure bike. So, this is the storytelling behind this designing. See, these are also two designs. In this first design, it is written "Yes You Can." This is an advertisement for Canon. See how cleverly "Can" is designed here. By taking half of the Canon logo and using only the "Can" part, a motivational type of advertisement "Yes You Can" has been created. So, this is a concept behind this designing. This is storytelling behind this designing. And this second art is an advertisement for IKEA. Here the copy written is "Fresh Art IKEA," and the pillow is created in the shape of an ice cream. When we open ice cream from a wrapper, how fresh it looks. So, it is designed with that concept. To give the feel of ice cream, it is showing that freshness. Meaning, it is showing that we have received a lot of fresh collection. So, this is storytelling behind this designing. See how well storytelling has been done in these two images. Meaning, the concept of both these images is the concept of child labor. Meaning, it is showing how education should be every child's right. How can we give them education? Meaning, the image of this little girl is an image of a child laborer, and how can we give her education. For that, they have drawn a degree cap on a pen nib. And here also, the girl's feet, this is also a child laborer. Meaning, it is shown how people are living without slippers. So, we can gift them slippers, or something like that is their concept. Meaning, understand the concept of this overall design. Observe the concept from it, how by drawing a little on an image with a pen tool, they have created storytelling. If you want to do storytelling in designing, it is not a hard job. By tweaking it a little, you can also create storytelling or a concept. See, there is just an image here. No other work has been done on it. They have just drawn with a pen tool. As soon as that drawing is done, the meaning of the image changes, which is the storytelling of the image. And after that, see this HAL 450 bike. This is its advertisement. Here, by using the outline of the bike, they have created a whole concept, a storytelling here. Meaning, they have masked a jungle image inside it. And here they have shown a bike rider. Meaning, as soon as you see this image, you feel an exploration concept in it. It also has another series. In this also, inside the bike outline, they have masked the image of Leh Ladakh. Meaning, the image looks quite simple. But the idea behind it is the main job of a brand designer. Meaning, how can you fit your idea into a simple design? If your design has storytelling or an idea, then the value of your design will increase. Meaning, your design will become perfect for creating communication between your brand and its customers. If your design has storytelling. If there is no concept behind it, no storytelling, then there is no benefit to that designing. It will just be a normally good-looking layout. Now, all the advertisements I have shown you, you can find similar advertisements on Pinterest and Google by searching. If you want to learn storytelling, you can learn storytelling by observing designs of this type, how big brands do storytelling in their designs. Like I showed you some examples. You will find many such examples. Search for "Creative Arts" on Pinterest. You will find many such designs. Observe designs from design boards and see how big brands do storytelling in their designs. By taking ideas from there, you will also be able to implement them in your designs. And always try, whatever design you make, it is very important that there is storytelling behind every design. Only then will visual communication be created through your designing. Now I will design for a brand and we will understand in detail how to create storytelling through designing. [Music] So, what you are seeing on the screen now, I have a brand called Jenfit. Jenfit is a shoe brand and a sportswear brand. Meaning, the design we have to make now, we will design using the logo of this brand. And now, the headline I have here, I have created this headline from 4GB. See, "Play Hard, Live Bold." This is a perfect headline for sports. And here is the sub-headline. The sub-headline is, "We are the shoes that define your success on and off the field." Meaning, now we will make a shoe ad. And we will use this copy and also this sub-headline. I have also created images from Midjourney here. These two images you are seeing are images of two sports persons, which I have created from Midjourney. Now we will use these images and also the copy we have written from 4GB, and we will design an advertisement using them. I will make two options for this design. So, two options mean our copy and image will be the same. But I will make two layout options so that it will be easier for you to understand. Meaning, we are taking the same content, but by making two different layouts, how can we create two different storytellings? [Music] This [Music] [Music] [Music] [Music] See, now this is our layout option one. Now, in this design, I have tried to keep the design a bit premium and also keep the design cool, so that a feeling of premiumness comes into this designing. Our motto for designing is to create an aesthetic design that looks premium and also looks cool. Now, in this design, you can see that the model used here, the model's pose itself creates a different personality. See, now our headline, I have kept the headline in black and red color. Meaning, in black, I have put a concept of "Play Hard" so that it gives a rough feel, because it is talking about playing and hardness. And "Live Bold" I have kept in a slightly bold color, so that the text written and its color, the color psychology of red, is a bit energetic, aggressive. So, matching with the psychology of that red color, I have kept this text in the same color. Meaning, what we are trying to communicate through this text is already understood from the color of this text. Meaning, I have made "Play Hard" black, and "Live Bold" red. And below, I have drawn a line here. And this line is not a straight line. Meaning, this line is tilted. Meaning, this line creates aggressiveness. Meaning, if you know design principles, if you know shape psychology, meaning every shape has some psychology, like circle, square, line, spiral, all have different meanings. The purpose of using the line here is that I wanted to show aggressiveness in it. And also, to add a layer of storytelling, I have converted the headline into half and half. Meaning, I have kept half black and half red. To show the concept of "Play Hard" with some grunginess, some roughness, I have made it black. And to show boldness and to give an energetic feel, I have made "Live Bold" red. Meaning, I have divided the headline into half and half. Meaning, to show some grunginess and some roughness of "Play Hard," I have made it black. And to show energy and boldness in the text "Live Bold," I have made it red here. Overall, our design is premium, and what we are trying to say and communicate through the copy is also coming out in this design language. If you do a clean and minimal design like this, you can do storytelling and play your idea in that design through this text and shape. Like I have created the headline color and idea here. So, now let's move to the second layout. See, this layout is our second layout. In this layout, I have used the model's image, but along with that, I have added an extra image in the background, which I have kept in black and white, so that the background image and the foreground image do not clash with each other. If I keep the image behind it in color, then contrast will not be created in the front image. That's why I have kept the image behind in black and white. Now, in this design, you can see that I have placed the player in the front with an aesthetic pose. But behind, what have I done? I have used a shot of playing. Meaning, I have shown here. One is their personal life, and the other is their professional life. See how much contrast is created between them. And then in this image, we have also shown the power of their shoes. Meaning, this is actually a shoe ad. Meaning, we will show how their presence is on and off the field. Meaning, through this design, we are showing their on-field presence and their off-field presence. Meaning, how they are performing on the field using our shoes, and how our shoes complement their style and fashion. And thirdly, see, an emotional impact is created here. An aspirational plus relatable. Meaning, whoever sees this ad will imagine themselves in both roles, as a performer and as a cool individual. This art will create a feeling. So, this will create an emotional attachment between the brand and the product. Meaning, all the sub-points I have explained to you now, all these things are part of our design's storytelling. If we have used black and white images and also colorful images, then this is a purposeful decision. Meaning, we have not used it randomly. There is a reason behind doing it this way. There is a concept. So, this is our design's storytelling. Meaning, I wanted to show a sportsperson's sports life and their fashion brand design. How will I use both these things in an advertisement? As a brand designer, you have to design creatively. I hope you understood in this video how we do storytelling in designing. As a graphic designer or a brand designer, our main job is to do visual communication. So, if you have understood well how storytelling happens behind designing, then after this, all your designs will not just look good. Your career will go to the next level from here. I hope you understood how storytelling is done in designing from this short video. If you are new to this channel, please subscribe to this channel and definitely like this video. And if you have any other good topic on which you want me to make a video, you can tell me by commenting, or you can DM me on Instagram. So, see you in the next video, until then, bye-bye. [Music]