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Once Upon a Time. How to create visual storytelling on the web.

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Have you noticed that these days every brand has a story and every designer is a "storyteller"?
Storytelling is the buzzword of our days. From marketing experts to motivational speakers, everyone tries to entertain and engage people with a story they want to share, retell, or participate in.

What it may look as a new trend, actually is as old as the humankind: storytelling is the primary way we absorb, manage, store, access and communicate information, as well as connect with others.
In a world overloaded of messages and products, the interest in this discipline has grown fast and stories are seen as a way to engage in some sort of decision-making or action in order to create a resolution.

However, building a powerful and memorable story on the web is not easy: it is no about how a medium can help you to communicate your stories but it is about how you can incorporate storytelling in your medium in order to communicate your messages more effectively.

In this talk, following the three-act structure that Aristotle came up with over two thousand years ago (beginning, middle and end), I will introduce some important elements that all stories have – characters, plot, action, emotion – and how we can connect them to leverage all aspects of web design into one beautiful visual story that compels your users to continue scrolling down their pages!

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Once Upon a Time. How to create visual storytelling on the web.

  1. 1. How to Create Powerful Visual Storytelling on the Web CHIARA ALIOTTA, UNTIL SUNDAY
  2. 2. Who in the world am I? Ah, that's the great puzzle.
  3. 3. 3:55 MIN OH DEAR! OH DEAR! I SHALL BE TOO LATE!
  4. 4. 3:55 MIN OH DEAR! OH DEAR! I SHALL BE TOO LATE!
  5. 5. THE Narrative Voice
  6. 6. STEVE JOBS CHRIS DO RONALDMCDONAL D
  7. 7. StorytellingON THE WEB DRINK ME 01 02 03 04 CHARACTERS PLOT ACTIONS EMOTIONS
  8. 8. CHARACTERS Play a big role in the story. Well developed personality. Know your users well. 01
  9. 9. ROLES Protagonists and users 
 are part of the narration. Their personalities need 
 to be well developed. Know your users well 
 before you plan your story. THE PROTAGONISTS THE USERS
  10. 10. PLOT All plots have a beginning, 
 middle and end. Plot is not linear. Develop the “wait and see”. 02
  11. 11. LINEAR PLOT BEGINNING In a story the plot dictates 
 the order the main events progress. END MIDDLE 01 02 03
  12. 12. LINEAR PLOT BEGINNING END MIDDLE 01 02 03 non-linear The beauty of creating storytelling 
 on the web is the unpredictability.
  13. 13. YOUR STORY ENDS HERE... ...with a boring form to fill, but an amazing surprise for you! Name and Surname* Email* How did you hear about us? * SEND GRAND FINALE Mario Rossi mariorossi@email.com at J and Beyond 2018
  14. 14. GRAND FINALE Mario Rossi mariorossi@email.com
  15. 15. ACTIONS Assist the user during 
 the navigation of the website. Interact with the user 
 on different levels. DRINK ME 03
  16. 16. PLOT TWIST Developing the unexpected. EAT ME ALICE IN WONDERLAND CINDERELLAMERLIN
  17. 17. ACTIONS The web gives us the chance 
 to interact with the user on different levels. VISUAL LEVEL The way the information 
 is presented. The way the information 
 is connected. CONTENT LEVEL
  18. 18. EMOTIONS Create a good story
 to stimulate the brain. Entice the user to want to know 
 ‘What happens next?’ 04
  19. 19. YOUR TOOLS You can use different elements to create a good story. Images and videos Real brand experiences Authentic testimonials Change the perspective
  20. 20. EXAMPLES OF Good Storytelling
  21. 21. Elements used Real protagonists. Video, images, music. Challenges. FAFSWAGVOGUE
  22. 22. Elements used Real stories. Superb combination 
 of words, images and music. Video. IN MY WORLD
  23. 23. Elements used Imaginary characters. Sounds and 
 narrative voice. Humour. PLAY DOH
  24. 24. TELL A GOOD STORY… … and take your next web project to another level. FOCUS TEACH ENGAGE INSPIRE
  25. 25. Begin at the beginning
 and go on 
 till you come to the end: 
 then stop. The King of Hearts, Alice’s Adventures in Wonderland Lewis Carroll
  26. 26. THANK YOU! @ChiaraAliotta

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