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LinkedIn Learning

Storytelling for Designers

via LinkedIn Learning


Bring the art of storytelling into your designs. Learn how to borrow the tricks writers, filmmakers, and advertisers use to tell great stories and apply them to graphic design.

The main goal for most design projects is to convey a message visually, in a way that hooks the viewer. What better way to make an idea stick than by telling a story? In this course, art director Stacey Williams-Ng walks you through the elements of a compelling story, and demonstrates how to weave narrative into pictures and graphics, for maximum impact. Learn the tricks that writers, comic-strip artists, advertisers, and illustrators use to elicit emotional responses with stories, and how you can use these to practical application in your designs. Along the way, Stacey provides examples of great story-driven campaigns created by design firms like Hanson Dodge, Tribu Saatchi & Saatchi, and Aesthetic Apparatus; famous brands such as Harley-Davidson; and artists like our own Mary Jane Begin.


  • Welcome
  • Storytelling in a visual profession
  • What stories are, and why we respond to them
1. Meaning and Impact
  • Connect with your audience
  • Stimulate emotion
  • Worth a thousand words?
2. Elements of the Narrative
  • Story structure
  • Who is the protagonist?
  • What is the story problem?
  • The element of surprise
3. Storytelling through Design Elements
  • Symbolism
  • Iconography and logos
  • Color and mood
  • Composition
  • Do it with style
  • Typography
4. Practical Application
  • Putting it all together
  • Researching the audience and the client
  • Using personas
  • Coming up with story concepts
  • The creative brief
  • Wrapping up

Taught by

Stacey Williams-Ng

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