Brené’s emphasis on vulnerability resonated with me because, in the creative field, sharing pieces of ourselves in our work can be risky but ultimately rewarding. Good design isn’t just about what looks good; it’s about what feels true. Incorporating human elements—flaws, emotions, aspirations—into visual work transforms it from a mere graphic into a compelling narrative.

One example of visual storytelling is branding for a cause or campaign. Recently, while working on a campaign around vehicle maintenance for Isuzu, our team had to delve deeply into our audience’s stories. We weren’t simply showcasing products; we aimed to reflect the real, everyday needs of the people using them. By drawing from real-life narratives—like a truck driver on the road for days or a family relying on the safety of these vehicles—we could create visuals that spoke directly to their experiences, making the campaign relatable and memorable.

In graphic design, the “plot” is often woven into every choice of color, font, and composition. As TED speaker Nancy Duarte points out, storytelling relies on structure. Her “story arc” method, for instance, which highlights the importance of contrast and climax, is just as applicable in design. Visual storytelling also benefits from this structure. By balancing tension and release—through sharp lines against curves, bold colors against neutrals, or dynamic layouts—we can create visual narratives that take audiences on a journey.

Storytelling in design is about making sure each piece aligns with an overall message. It’s about embracing empathy, like Simon Sinek suggests in his talk on starting with “why.” When designers start with “why,” they move beyond aesthetics to create work with purpose and meaning, building an emotional bridge between the brand and the audience.

The power of storytelling is universal, but its application in graphic design requires skill, sensitivity, and purpose. Like any great narrative, impactful design has the potential to influence and inspire. Through visual storytelling, we can make our work not only memorable but transformational.