Product Description
Good design, like good storytelling, brings ideas to life. But do designers really understand the narrative mechanisms that give life to our creations? Is it possible that we are already using some of these mechanisms without even knowing it? What other techniques can storytelling tools give us so that the result of our work speaks directly to the hearts of its users? This book is a manual that deals precisely with these resources and strategies, to teach you how to apply narrative techniques to the creation of graphics, products, services, and experiences. When planning the design of a digital application or a data-rich publication, designers invite the user to enter and explore a scene. To create a design for publications, brands, or points of sale that attracts and fascinates, it is necessary to employ communication strategies that guide the user along a transformative journey. With this book, Ellen Lupton reveals how these dynamics and visual perception work from a narrative point of view. Using dozens of tools and concepts explained vividly and visually, this book will help any design professional understand, manipulate, and expand the narrative power of their work. Act 1. Action > Discover the narrative patterns that underpin stories, such as the narrative arc or the hero's journey, and learn how to apply these patterns to the relationship users establish with products and services. Act 2. Emotion > Understand the connection between design and our feelings and moods. A user's emotional journey can range from irritation to ecstasy, and you can accompany that journey. Act 3. Sensation > Learn about the importance of perception and cognition, active and transformative processes that act as keys. Explore stimuli inspired by the principles of Gestalt psychology or the concept of affordance. Aftermath > Does your project effectively illustrate an action? Does it include a call to action? Have you developed empathy with potential users? Do you encourage the user to engage actively and creatively? We'll give you the tools to do just that!
