What is responsive storytelling and why is it a major 2015 design trend?

When it comes to 2015 web design trends, it is quite obvious that there is a huge focus that is put on responsive design. It was proven that it responsive web design will trigger conversions and Google is now paying close attention to the sites that are optimized for mobile traffic. With this in mind, it is quite obvious that having a responsive design is highly necessary. Combine this with the appearance of responsive storytelling in modern online marketing and everything becomes even more complicated for the designer.

What Is Responsive Storytelling?

Responsive storytelling is actually old, appearing around 2012. It refers to mobile-compatible and cross-platform storytelling. To put it as simple as possible, it basically means a strategy that aims to capture attention and then guide it towards a customizable and interactive information flow that will convey narrative in a highly unique way. The story that is told is basically highly relevant to viewers, with technologies like apps, PowerPoint, interactive infographics, microsites and so on.

Why Responsive Storytelling?

While most site owners already understand the importance of using responsive WordPress themes and an overall responsive design, those that are highly successful take it one step further and completely customize the experience offered.

Statistics show that people can retain and process images in just 13 milliseconds. If you manage to get over the initial hook (the great responsive design), you can actually get people to commit for a deeper dive. In order to do that, you have to offer the idea of freedom and use interactive technology so that the visitor can actually be guided through a top narrative while giving them opportunities and the information you actually want to transmit.

Responsive Storytelling – How Is It Done?

Everything basically boils down to answering the following questions:

  • What is the goal of the campaign?
  • What is the target audience of the campaign?
  • Why should people in the target audience care about the campaign?

It is vital that you learn all that you can about the target audience so that you would know exactly what to be done to get people hooked. In responsive storytelling it is the secondary element that offers exactly what is necessary for maintaining attention while being put in a modular on-demand structure. As an example, when a person looks at information about demographics, the individual may want to take a look at more data that is directly related to him like age or neighborhood. Microinteractions are basically created in order to keep people engaged.

The Backbone Of Responsive Storytelling

The backbone is basically the responsive framework that is created and that helps the audience to determine exactly how a story will be told. Breadcrumbs and a smart navigation driven by the user are necessities. The medium or the technology that is used always stand out as secondary. What is important is to put an emphasis on the story, while making sure that it is perfectly viewed with any device that is to be used. Always stay focused on the story since this is what counts the most.

Bogdan Rancea

Bogdan is a founding member of Inspired Mag, having accumulated almost 6 years of experience over this period. In his spare time he likes to study classical music and explore visual arts. He’s quite obsessed with fixies as well. He owns 5 already.