Your content is important, but the design and layout of your website contribute to the effect of your story on users.
Here are seven design tips for your company to use to develop your user experience and strengthen your storytelling:
1. Structure your tone and layout to align with your story.
The right layout communicates that you understand who your customers are and how they prefer to engage with your company.
The layout for Blackhouse seen below communicates refined taste and propriety.
This tone of this image communicates simplicity but also is meant to highlight the high quality of their offerings. (Steak isn’t in the picture by mere happenstance.) With this layout and tone, you can use your story to deliver an impression about your company to your users.
2. Consider gamification to increase engagement.
Want to attract visitors to your site and include them in your story? Play a game with them.
Gamification adds game elements to your story. Progress bars, reward points and small games all make your website more interactive.
Users don’t want to observe your story passively and from a distance. Drawing your customer into the story helps them identify with your brand.