Storytelling Time….
Posted in Gabi Douglas on May 18th, 2008
I believe the most effective products are ones that instantly project a story to the viewer, products that do not need any literature to describe their function and can stand alone without the need to contextualise. There are many designed products that I have come across in my research for this weeks homework that I feel have a strong narrative. The first few I have come across by a designer called Onkar Kular Singh;
- ‘Perfect Picture Frame’, a picture frame with a built-in spirit level, the story of the design can be easily understood throught the title of the product and the recognition of the spirit level…it helps you hang a straight picture frame.

- ‘Three is a Pair Socks’, a pack of three socks, obviously as one goes missing every now and then. Again through the title and the picture of the socks the story behind the product is directly communicated to the viewer. Through the experience of the user who would experience missing socks this product can be easily understood.

- ‘Pantone Tea Mugs’, mugs that can be ordered in your appropriate tea colour, whoever makes your tea can easily make your desired strength of tea by matching it to your personal colour mug. Here the product can be understood but is communicated clearer with the use of a poster, this poster adds more information with the product showing the viewer the range of colours it can be purchased in. However without the poster the product is still effective at communicating the story by just its image, telling the viewer how the product should be used.


With these products I really like the fact that the idea is so strong they do not need a storyboard or writing to demonstrate them to the viewer. I want my final photos to be instantly understood, and the narrative to be recognised from just one look.
Carl Clerkin is another designer who manages to achieve this reaction through his designs, an example being his ‘brooom’ and ‘bucket stool’.
Carl says “What goes through all our work is that we’re interested in the connection between people and objects. Our work tries somehow to make that connection, through storytelling.” His storytelling is simply through the design of the product, his products displaying the story behind it directly to the viewer. He does not use any conventions or techniques to do these, he simply uses a photograph of the product he has designed. With his ‘brooom’ the user instantly knows how to use it and why he has attached wheels to a broom…to make cleaning faster…its such an obvious idea the viewer’s reaction would be a humorous one.
Following this line of thought I really enjoy the talks given by IDEO, one in particular by Paul Bennett. He describes how design should be about the obvious…designing something that makes so much sense its a wonder it hasn’t been thought of before. He gives an example of a product he had to design for a Medical Company, their research was spending time in a hospital. When they were presenting their final idea to a company they showed a five minute footage of a hospital ceiling…this was obviously mind-numbingly boring for the company to watch but once IDEO had explained that that is the view a patient gets for all the time they are in the hospital it puts the company in the mind set of the user. IDEO designed some interesting ceiling tiles so that the user wouldn’t get so bored in hospital. I really like the way the company presents/tells the story of the product by using footage to put the client/company in the position of the user in order for them to understand the resulting product.
A genius of storytelling is Dimitri Martin, I have been infatuated by him since I saw a lecture by him on BBC4 back in the UK, called ‘If I’. By trade he is a comedian but did a one off lecture for the BBC in which he shares his thoughts and philosophies on life, interspersed with jokes of course. I can’t reccommend enough watching the 6-parter on you tube as he is an actual genius, he tells stories using cartoons, charactertures, photographs he has taken and words from books he has found. Another hilarious clip from you tube is called ‘Visual Jokes’ where he tells jokes and stories with a massive note pad of sketches. Althought this mention does not completely relate to the homework I do feel it is neccessary to observe the way he communicates verbally and through his visual aids as it is very clever and light hearted.
In relation to my final design I wish the narrative to be self-explanatory through the range of photographs. I want the reader to work out the story for themselves and therefore be able to form their own opinions of the product. I want the product to be communicated in a slightly light-hearted way also as the product is quite a scary concept, there needs to be a certain humour within the presentation.
See you all Monday!
