Kit Hinrichs: The Art of the Narrative

There is no one right approach to telling of a visual story effectively. Every story needs to be shaped by the ideas to be expressed, the audience to which it is directed, and the medium used. However one chooses to tell the story, remember that if you dont engage, entertain, cajole and inform readers, theyll quickly lose interest. Here are some principles to keep in mind:
1. There are no boring stories, only boring storytellers.

Avoid the obvious. Create interesting metaphors. Look for the human element. Appeal to emotions whether selling a car or promoting a cause.
2. Pace the story.

Think of your story as a musical score that has crescendos and coloration, calm places and surprises. The same look page after page would be like playing the same note over and over ad nauseum.
3. Every story needs a graphic hero.

If the story requires heavy text, let the typography become the star. If a narrative has always been told with photography, recast with illustration. Extreme scale and color can be heroic and bring new life to a subject.
4. All good stories have a beginning, middle and an end.

Dont drop the reader into the middle of a tale. Guide the reader through the story and lead him/her to a satisfying conclusion.
5. Tell it with strength.

Too often corporate clients want to tell everything, about everyone, every timeand end up telling nothing. Readers get lost and frustrated when there are too many story lines. Cut to the essence of a story, focus on the most important aspects, and tell it with passion.
6. Remember the cover is the first page of a story.

Think of the cover as a barker outside the circus tent. Use the cover to entice the reader to look inside and get the whole story.

7. People who are entertained while learning remember more.

If you can add humor, drama, mystery, suspense, readers will happily stick with the story.
8. Dont decide how to tell a story before you know what the story is.

Too often we pre-decide which photographer or new type style or illustrator we want to use before the concept is clear. Let the story lead you to those decisions.
9. Keep it simple, make it personal.

Our job is to engage an audience so that they can understand and embrace a point of view. Use specific examples in your stories that everyone can relate to.
10. Dont tell the same story twice.

We are often asked to tell the same story year after year just dont tell it the same way.
11. If our clients knew how to tell the story, they wouldnt need us.

Corporate bullet points supplied by our clients are not a road map. They are simply guide posts on an uncharted path.
12. Mankind does not live by graphics alone!

If words werent important, there would only be pictures. Remember that images are meant to support, augment and enhance the written story. Dont overshadow the words or make them impossible to read.
13. Know your audience.

If youre telling your story with emoticons, its probably better if your audience is in high school, not a retirement village.
14. How readers process information.

When reading corporate materials and periodicals, most people are drawn to the images first, then to headlines and large quotes, then captions, and finally if their interest is peaked, theyll read the running text. Dont lose the reader at the first step.
15. Understand the story before you try to tell it.

Too many designers dont read and attempt to simply layout a page or follow a grid before understanding its content. Dont be a decorator, be a thinker.