Visual Storytelling Techniques

Yesterday, I published a new blog post (https://lnkd.in/gh9Yj-xU) that examines what data storytelling lessons we can learn from comic books. Why comic books? From a visual storytelling perspective, data stories have more in common with comic books than other storytelling mediums. They’re both static, sequential narratives that tell their stories using a balanced combination of words and visuals. In this post, I’d like to focus on the use of compression and decompression in comic books and how you can use them to control the pacing of our data stories. COMPRESSION ➡ ⬅️ Like a data story, a comic book doesn’t cover every facet of the entire narrative. It provides meaningful glimpses into the most important and entertaining parts that move the story forward. Looking at the three comic book panels on the left, you’re introduced to the superhero’s alter ego. He hears a call for help and begins changing into his superhero gear. Then, we see the hero running to respond to the plea for help. What’s missing? The mundane or repetitive bits that don’t matter to the story. 👉 Do we need to see him take out the garbage? No. 👉 Do we need to see him put on his cape? No. 👉 Do we need to see him checking a spam text message on his phone before running to help? No. Likewise, the data scenes don’t need to show every possible slice or detail of the data, especially if they’re irrelevant to your key takeaways or messages. DECOMPRESSION ⬅ ➡ In comic books, the opposite approach of decompression pacing is also used strategically. A decompressed approach spreads a key moment in the story across multiple similar panels with few accompanying words. This approach adds more weight to small but significant moments in the story to enhance the overall emotion and tension. The three comic book panels on the right progressively focus on the superhero and end with a close-up of her determined expression. At times in data storytelling, you may want to use a decompression approach to slow down and unpack an essential part of your story that is crucial to your audience’s understanding. For example, you may spend more time on a key dataset by focusing on different clusters of results in a scatterplot—one at a time, not all at once. While you’ll mainly use a compression approach, a decompression approach may be useful for pacing key parts of your story. If you'd like to learn more data storytelling skills like this, check out my book: https://lnkd.in/gzs2EZb 🔽 🔽 🔽 🔽 🔽 Craving more of my data storytelling, analytics, and data culture content? Sign up for my brand new newsletter today: https://lnkd.in/gRNMYJQ7

If your story doesn't hit in the first 5 seconds It's Over You don’t get minutes to earn attention anymore. You get moments. That’s why the best ads today don’t start by selling. They start by storytelling, fast. Take this campaign: It opens like a zombie thriller. Not a product demo. Not a stat dump. Not a polished brand shot. But a story that grabs your brain before it even knows what it's watching. So why does it work so well? 📌 It uses genre to create instant tension Within seconds, we’re in a world. It’s not just an ad, it’s a scene. A story. One you can’t look away from. 📌 It anchors emotion before explanation We feel before we understand. That’s what powerful stories do 📌 It educates through narrative By the time we realize the message (synthetic materials take 200+ years to decompose), we’re already emotionally invested. 📌 It aligns cause with creativity This isn’t preachy. It’s precise. The storytelling is the message. The product is the punchline. Want to build content that hits like this? Here’s a storytelling framework to try: 1️⃣ Hook with conflict Every good story starts with tension. Show us something broken, scary, or just plain weird. Make us lean in. 2️⃣ Introduce transformation What changes? What insight or solution comes next? Keep us moving through the arc. 3️⃣ Reveal your message last Don’t start with “what”, start with “why care.” Let the product or idea emerge from the emotion. 4️⃣ Make it feel cinematic Use sound, visuals, pacing, not to show off, but to bring your audience into the moment. 5️⃣ Keep it short, sharp, and story-first We’re in the TikTok era. But attention spans haven’t died, they’ve just gotten pickier. Stories still win. Always. The best storytelling doesn’t sell the product. It sells the belief behind the product. And if you want your brand to rise above the noise Stop pitching. Start telling better stories. #storytelling #branding #sellwithstories #marketingtips I share storytelling and creativity to help you and your company sell more and grow. Let's Connect! 1. Try my other course on LinkedIn Learning: https://lnkd.in/gTh8R5Mc 2. Join 10,000 others learning weekly growth tips at: https://lnkd.in/eCDKabp2 Use the 3-Act E.P.I.C Structure to turn stories into sales: https://lnkd.in/e9_eczTG 3. 3 Ways To Grow Guide: https://lnkd.in/gZaq56hT (no sign-up needed)

🔥 During design interviews, presenting your case study can feel like a make-or-break moment. However, many designers can benefit from strengthening one essential skill: clearly communicating the impact of their work. In my latest video, I worked with Joshua McKenzie, a Senior Product Designer, to critique his case study presentation and help him elevate it to interview-ready status. The goal? Craft a compelling story that showcases his skills, approach, and outcomes 🏆. In this critique, we cover: - How to structure your case study for clarity and engagement. - The importance of pairing visuals with a strong narrative. - Why you need two versions of your case study: one to send, one to present. - How to effectively integrate data and metrics into your story. - Common presentation pitfalls (and how to avoid them). 👀 Watch the full critique and take your portfolio to the next level: https://lnkd.in/gcjxD7VJ Some key takeaways: - Structure matters: Start with a clear business problem and user challenge, then walk through your process step by step, ending with measurable outcomes. - Visuals over words: Avoid text-heavy slides—let your work speak for itself while you guide the story. - Tailor for the audience: Use a concise, visual version of your case study for live presentations and a more detailed, written version if sending out. - Leverage data: Metrics and insights show your impact and differentiate your thinking and work from others. - Practice storytelling: Your ability to communicate your work is just as important as the work itself. ✨ If you're preparing for design interviews or looking to refine your case study game, this video is packed with actionable advice to help you stand out! 💥

Hollywood knows how to captivate, inspire, and move audiences. What if you could do the same as a PM? The impact? You become memorable, influential, and even get promoted. Here are the 4 steps of Hollywood storytelling that will transform you into an influential PM: — 𝗪𝗵𝘆 𝗬𝗼𝘂 𝗦𝗵𝗼𝘂𝗹𝗱 𝗟𝗲𝗮𝗿𝗻 𝗙𝗿𝗼𝗺 𝗛𝗼𝗹𝗹𝘆𝘄𝗼𝗼𝗱 Think about iconic films like The Godfather, Titanic, or Inception. What makes them unforgettable isn’t just visuals. It's the compelling stories and narratives that resonate for years. Here’s the process behind these blockbusters: Script Outline → The foundation. Directors define key characters, pivotal moments, and emotional arcs. Script → The details. Once the outline is done, directors craft a detailed script that keeps the audience hooked. Movie →The execution. A great script needs visuals to bring it to life. Theater → The environment. Creating an immersive experience. Here’s how PMs can use it: – 𝗦𝘁𝗲𝗽 𝟭 - 𝗖𝗿𝗲𝗮𝘁𝗲 𝗬𝗼𝘂𝗿 𝗦𝘁𝗼𝗿𝘆 𝗠𝗮𝗽 Every blockbuster starts with a plan, and your story should too. → 𝗞𝗻𝗼𝘄 𝘆𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲: Who are you speaking to, and what motivates them? → 𝗗𝗲𝗳𝗶𝗻𝗲 𝘁𝗵𝗲 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻: How do you want them to think, feel, or act differently by the end? → 𝗔𝗻𝘁𝗶𝗰𝗶𝗽𝗮𝘁𝗲 𝗿𝗲𝘀𝗶𝘀𝘁𝗮𝗻𝗰𝗲: Why would they resist your idea, and how can you address it? — 𝗦𝘁𝗲𝗽 𝟮 - 𝗕𝘂𝗶𝗹𝗱 𝗬𝗼𝘂𝗿 𝗦𝘁𝗼𝗿𝘆 Now it’s time to bring your story to life. → 𝗖𝗿𝗲𝗮𝘁𝗲 𝗮 𝗸𝗻𝗼𝘄𝗹𝗲𝗱𝗴𝗲 𝗴𝗮𝗽 Spark curiosity with a mystery or unresolved question. Example: "What’s the one feature users have begged for, but we can finally build today?" → 𝗖𝗿𝗲𝗮𝘁𝗲 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝘁𝗲𝗻𝘀𝗶𝗼𝗻 Highlight contrasts (current state vs. future possibilities). Example: “Today, we release four times a year. Imagine the value we could deliver if we doubled that.” → 𝗖𝗿𝗲𝗮𝘁𝗲 𝗮 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻 Ask questions or share personal stories to build empathy. — 𝗦𝘁𝗲𝗽 𝟯 - 𝗗𝗲𝘀𝗶𝗴𝗻 𝗬𝗼𝘂𝗿 𝗗𝗲𝗰𝗸 Your deck is a supporting actor, not the star. → 𝗖𝘂𝘁 𝘁𝗵𝗲 𝗰𝗹𝘂𝘁𝘁𝗲𝗿: If a slide feels crowded, remove distractions or break it into multiple slides. → 𝗦𝗶𝗺𝗽𝗹𝗶𝗳𝘆 𝘁𝗵𝗲 𝗺𝗲𝘀𝘀𝗮𝗴𝗲: Your visuals should support your story, not replace it. → 𝗗𝗲𝘀𝗶𝗴𝗻 𝗳𝗼𝗿 𝗰𝗹𝗮𝗿𝗶𝘁𝘆: Use clean layouts, consistent fonts, and visuals that reinforce your key points. — 𝗦𝘁𝗲𝗽 𝟰 - 𝗗𝗲𝗹𝗶𝘃𝗲𝗿 𝗪𝗶𝘁𝗵 𝗖𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝗰𝗲 Even the best script falls flat if the actors don’t believe in it. → 𝗢𝘄𝗻 𝘆𝗼𝘂𝗿 𝘀𝘁𝗼𝗿𝘆: Practice until you feel connected to the message. → 𝗥𝗲𝗮𝗱 𝘁𝗵𝗲 𝗿𝗼𝗼𝗺: Watch for signs of confusion, boredom, or disengagement. Adjust on the fly, even if it means pausing or pivoting. → 𝗙𝗼𝗹𝗹𝗼𝘄 𝘂𝗽: Document decisions, answer open questions, and keep the momentum alive. — More about it here: https://lnkd.in/eZVBVY4A

Your product is not boring, Your way of selling is. Have you ever watched a commercial that made you feel connected to your community? This cement ad does just that, and it’s truly inspiring. This cement company has captured attention for its innovative storytelling and emotional resonance, showcasing how even "boring" industries can create impactful narratives. Here’s a breakdown of what makes this advertisement exceptional and why every marketer should take note. 1. Engaging Hook The commercial opens with a scene that sparks empathy. Viewers relate to seeing a visually impaired person navigating the streets. This connection makes the audience curious about solutions in their own cities. 2. Compelling Story Structure The story has a clear goal of helping visually impaired people reach their destinations. The challenge is the absence of a navigational system. This relatable conflict keeps viewers engaged. 3. Character-Driven Approach Sol, the cement company, becomes a character in the story. This humanizes the brand and makes it memorable. Sol helps the protagonist (the visually impaired person) overcome obstacles. 4. Element of Surprise At 55 seconds in, the ad introduces a clever solution for the visually impaired. This twist captivates viewers and showcases the brand's creativity. It reinforces that traditional industries can make a real difference. 5. Human-Centric Focus The ad features real people in Peru navigating their streets. This focus on human stories makes the message relatable and impactful. It highlights the brand's commitment to improving lives. 6. Strong CTA The ad concludes with a clear message: people are at the center of the story. Obstacles are overcome, and the impact is clear. This leaves viewers feeling hopeful and inspired. This cement company's advertisement demonstrates how effective storytelling can elevate a brand's message. Video Credit: Sightwalks- Cemento Sol/ Circus Grey Perú Youtube #Advertisement #Marketing #DTC #Ads

This is a masterclass in storytelling and product launches. We don’t usually think of presentations as beautiful. Or emotional. Or inspiring. Most of the time, they’re the thing you survive to get to the real conversation. That’s why Figma’s launch of Slides caught me off guard. From the first frame, it didn’t feel like a product demo. It felt like… a feeling. No feature dump. No “better way to present.” Simply, this is what it could feel like to build ideas together. It tells a story, and DAMN, I love a good story. That’s what great marketing does. It doesn’t just tell you what a product does. It makes you feel like it was made for you. The lesson? Lead with feeling, not functionality. Build a movement, not just a message Design your campaign like your product—intentionally Speak to the frustration, then show the freedom Say less, make them want more Even a tired category like “presentations” can feel fresh if you lead with emotion, not features. Figma reminded me... Don’t just explain your product. Make people feel like they’ve been waiting for it.

Taylor Swift just broke podcast records but hidden inside her New Heights interview was a UX masterclass. When she sat down with Travis & Jason Kelce, she wasn’t just announcing an album. She was showing us 4 principles every UX designer can steal! 1️⃣ Storytelling makes people care Taylor didn’t say “album drops Oct 3.” She told a story: Travis with the friendship bracelet. Awkward first-date football questions. In UX, wireframes are forgettable, but stories stick. Show the user’s journey, not just the screens. 2️⃣ Context is everything A football podcast wasn’t the obvious choice. But that’s why it worked. She reached an entirely new audience in their own language. In UX, we don’t just present in design reviews. We bring our work into business meetings, sales calls, leadership briefings. We meet people where they are. 3️⃣ Less is better Her new album? 12 songs. No filler. All focus. Your portfolio should be the same: 3 polished case studies > 10 random screenshots. 4️⃣ Accessibility = impact The episode hit record numbers not just because of Swifties. It was funny. Emotional. Easy to follow. It invited anyone to connect. Good UX does the same. Clear, inclusive design = bigger reach, stronger impact. If Taylor Swift can use these principles to dominate culture… What could happen if you used them in your portfolio, presentations, and designs? UX isn’t just about pixels. It’s about connection, context, focus, and inclusion.

We all know we're supposed to "show instead of tell." But most design portfolios fail to do this and here's why. 👇 Designers love showcasing their raw work in their portfolios including outputs or deliverables such as: → Sketches → Diagrams → User flows → Wireframes → Sticky notes → Journey maps But to be honest, 90% of the time, I have absolutely no idea what is going on in those images. For example, I'll often come across a screenshot or picture of 25+ sticky notes, but: → They are too zoomed out. → If I zoom in, they're too blurry. → Even if I can seem them, they're too overwhelming. Then I start asking myself questions such as: → Am I supposed to read every sticky note? → What's important about these sticky notes? → Is this worth my time and attention to decipher? This is where storytelling comes in. What if instead of showing a raw zoomed out screenshot of sticky notes, we instead pulled out the key highlights and takeaways? Then we can guide the reader's attention to what's actually important, and optionally include a link to the original raw image afterwards. This creates a far more compelling narrative for our audience (hiring managers and recruiters), and ensures we're showing the right level of detail that is necessary to understand the story. Now to be clear, I'm not saying you should entirely avoid raw images or assets (or even raw Figma files). For example, these can be effective during the interview process because the designer can use their voice to guide their audience through the image. But when it's an online written case study submitted with an application, then you won't be in the room when a hiring manager first sees it. In that moment, your story will need to stand on it's own. It will need to communicate the right level of clarity and detail to compel the hiring manager to offer you an interview. In summary, when we want to "show instead of tell", that doesn't mean slapping a raw screenshot or image in our portfolio. It means reflecting on how we're using our words and images to give context, clarity, and tell an impactful story. Use it effectively to your advantage. What are your thoughts? #ux #design #portfolio #casestudy #storytelling

Not getting another interview after your portfolio presentation? Maybe this is why 👇 I've sat in many portfolio presentations. I also work with numerous mentees, helping shape their stories. The biggest mistake I always see is not showcasing the why behind your work. Context. So many presentations go like this: - Hi, it me 👋 - Here's my first case - Here is a persona I made - Here is another persona I made - Here is an arbitrary user flow - Here is a sketch I made - Here is a wireframe I made - Here is the final solution - I learned a couple of things Your presentation should be a story, not a simple show and tell. Don't just tell your audience WHAT you did. Tell them WHY you did it. The why connects your thought process to your design. We want to hear what drove your decisions. Paint a vivid picture of the challenges you faced, the insights you stumbled upon, and the brainstorms that led to breakthroughs. What separates you from other designers is how you think and your design decisions. ✅ Frame your failures ✅ Dissect your decisions ✅ Incorporate your successes ✅ Create a beginning, middle, and end ✅ Show the path from initial idea to final Each slide and each statement should reveal a bit more about your thinking process. Details matter. Subtleties matter. They all add up to a powerful narrative. When your presentation is infused with purpose and passion, your work shines. It demonstrates your technical skills and your capacity for critical thinking, problem-solving, and empathetic understanding. And that's what sets you apart. Not just the sheer quality of your work but also the depth of thought put into it. Make them remember what you did and why you did it. Because, in the end, it's the why that truly matters. ------------------------------------- 🔔 Follow: Mollie Cox ♻ Repost to help others 💾 Save it for future use

3 essential moves that helped us create a product launch video with 10 days to go🏃♀️ 1. Streamlined Pre-Production We put together a super simple animatic very early into the project. It was just enough to convey the flow of the script and communicate the direction with the client, and didn't need to be extravagant or perfect. On projects with short deadlines, speed and clarity of ideas take utmost priority! 2. Collaborative Product Screen Design For product-focused explainer videos, we typically redesign product screens to their abstracted versions, showing just the right amount of detail without overwhelming viewers. In this case, the Oliv AI team undertook the task of designing the simplified product screens, helping us cut down on design feedback and focus solely on animating the screens. This collaborative process made it much simpler for us to craft the product screens sections of the video with speed and accuracy. 3. Efficient Feedback Loops Working with large teams on tight deadlines can often lead to bottlenecks - as more stakeholders get involved, more nonessential feedback starts trickling in. With Oliv, the process was optimized as we worked closely with their marketing leader who was a key decision-maker and understood the product deeply. Working this way limited feedback to only the essential, high-impact changes - and helped us share the progress of the video frequently and iterate quickly. This is an example of a seamless collaboration between the client and studio - we took ownership of the launch video, enabling Oliv to completely focus on other critical launch preparation. PS - If you're preparing for a major product launch and need to communicate your product, let’s talk! #productlaunchvideo #explainer #techmarketing